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Wednesday, January 23, 2019

Money

From Wikipedia, the free encyclopedia

A sample picture of a fictional ATM card. The largest part of the world's money exists only as accounting numbers which are transferred between financial computers. Various plastic cards and other devices give individual consumers the power to electronically transfer such money to and from their bank accounts, without the use of currency.
 
Money is any item or verifiable record that is generally accepted as payment for goods and services and repayment of debts, such as taxes, in a particular country or socio-economic context. The main functions of money are distinguished as: a medium of exchange, a unit of account, a store of value and sometimes, a standard of deferred payment. Any item or verifiable record that fulfils these functions can be considered as money. 

Money is historically an emergent market phenomenon establishing a commodity money, but nearly all contemporary money systems are based on fiat money. Fiat money, like any check or note of debt, is without use value as a physical commodity. It derives its value by being declared by a government to be legal tender; that is, it must be accepted as a form of payment within the boundaries of the country, for "all debts, public and private". Counterfeit money can cause good money to lose its value. 

The money supply of a country consists of currency (banknotes and coins) and, depending on the particular definition used, one or more types of bank money (the balances held in checking accounts, savings accounts, and other types of bank accounts). Bank money, which consists only of records (mostly computerized in modern banking), forms by far the largest part of broad money in developed countries.

Etymology

The word "money" is believed to originate from a temple of Juno, on Capitoline, one of Rome's seven hills. In the ancient world Juno was often associated with money. The temple of Juno Moneta at Rome was the place where the mint of Ancient Rome was located. The name "Juno" may derive from the Etruscan goddess Uni (which means "the one", "unique", "unit", "union", "united") and "Moneta" either from the Latin word "monere" (remind, warn, or instruct) or the Greek word "moneres" (alone, unique). 

In the Western world, a prevalent term for coin-money has been specie, stemming from Latin in specie, meaning 'in kind'.

History

A 640 BC one-third stater electrum coin from Lydia
 
The use of barter-like methods may date back to at least 100,000 years ago, though there is no evidence of a society or economy that relied primarily on barter. Instead, non-monetary societies operated largely along the principles of gift economy and debt. When barter did in fact occur, it was usually between either complete strangers or potential enemies.

Many cultures around the world eventually developed the use of commodity money. The Mesopotamian shekel was a unit of weight, and relied on the mass of something like 160 grains of barley. The first usage of the term came from Mesopotamia circa 3000 BC. Societies in the Americas, Asia, Africa and Australia used shell money – often, the shells of the cowry (Cypraea moneta L. or C. annulus L.). According to Herodotus, the Lydians were the first people to introduce the use of gold and silver coins. It is thought by modern scholars that these first stamped coins were minted around 650–600 BC.

Song Dynasty Jiaozi, the world's earliest paper money
 
The system of commodity money eventually evolved into a system of representative money. This occurred because gold and silver merchants or banks would issue receipts to their depositors – redeemable for the commodity money deposited. Eventually, these receipts became generally accepted as a means of payment and were used as money. Paper money or banknotes were first used in China during the Song dynasty. These banknotes, known as "jiaozi", evolved from promissory notes that had been used since the 7th century. However, they did not displace commodity money, and were used alongside coins. In the 13th century, paper money became known in Europe through the accounts of travelers, such as Marco Polo and William of Rubruck. Marco Polo's account of paper money during the Yuan dynasty is the subject of a chapter of his book, The Travels of Marco Polo, titled "How the Great Kaan Causeth the Bark of Trees, Made Into Something Like Paper, to Pass for Money All Over his Country." Banknotes were first issued in Europe by Stockholms Banco in 1661, and were again also used alongside coins. The gold standard, a monetary system where the medium of exchange are paper notes that are convertible into pre-set, fixed quantities of gold, replaced the use of gold coins as currency in the 17th–19th centuries in Europe. These gold standard notes were made legal tender, and redemption into gold coins was discouraged. By the beginning of the 20th century almost all countries had adopted the gold standard, backing their legal tender notes with fixed amounts of gold. 

After World War II and the Bretton Woods Conference, most countries adopted fiat currencies that were fixed to the U.S. dollar. The U.S. dollar was in turn fixed to gold. In 1971 the U.S. government suspended the convertibility of the U.S. dollar to gold. After this many countries de-pegged their currencies from the U.S. dollar, and most of the world's currencies became unbacked by anything except the governments' fiat of legal tender and the ability to convert the money into goods via payment. According to proponents of modern money theory, fiat money is also backed by taxes. By imposing taxes, states create demand for the currency they issue.

Functions

In Money and the Mechanism of Exchange (1875), William Stanley Jevons famously analyzed money in terms of four functions: a medium of exchange, a common measure of value (or unit of account), a standard of value (or standard of deferred payment), and a store of value. By 1919, Jevons's four functions of money were summarized in the couplet:
Money's a matter of functions four,
A Medium, a Measure, a Standard, a Store.
This couplet would later become widely popular in macroeconomics textbooks. Most modern textbooks now list only three functions, that of medium of exchange, unit of account, and store of value, not considering a standard of deferred payment as a distinguished function, but rather subsuming it in the others.

There have been many historical disputes regarding the combination of money's functions, some arguing that they need more separation and that a single unit is insufficient to deal with them all. One of these arguments is that the role of money as a medium of exchange is in conflict with its role as a store of value: its role as a store of value requires holding it without spending, whereas its role as a medium of exchange requires it to circulate. Others argue that storing of value is just deferral of the exchange, but does not diminish the fact that money is a medium of exchange that can be transported both across space and time. The term "financial capital" is a more general and inclusive term for all liquid instruments, whether or not they are a uniformly recognized tender.

Medium of exchange

When money is used to intermediate the exchange of goods and services, it is performing a function as a medium of exchange. It thereby avoids the inefficiencies of a barter system, such as the "coincidence of wants" problem. Money's most important usage is as a method for comparing the values of dissimilar objects.

Measure of value

A unit of account (in economics) is a standard numerical monetary unit of measurement of the market value of goods, services, and other transactions. Also known as a "measure" or "standard" of relative worth and deferred payment, a unit of account is a necessary prerequisite for the formulation of commercial agreements that involve debt.

Money acts as a standard measure and common denomination of trade. It is thus a basis for quoting and bargaining of prices. It is necessary for developing efficient accounting systems.

Standard of deferred payment

While standard of deferred payment is distinguished by some texts, particularly older ones, other texts subsume this under other functions. A "standard of deferred payment" is an accepted way to settle a debt – a unit in which debts are denominated, and the status of money as legal tender, in those jurisdictions which have this concept, states that it may function for the discharge of debts. When debts are denominated in money, the real value of debts may change due to inflation and deflation, and for sovereign and international debts via debasement and devaluation.

Store of value

To act as a store of value, a money must be able to be reliably saved, stored, and retrieved – and be predictably usable as a medium of exchange when it is retrieved. The value of the money must also remain stable over time. Some have argued that inflation, by reducing the value of money, diminishes the ability of the money to function as a store of value.

Properties

To fulfill its various functions, money must have certain properties:
  • Fungibility: its individual units must be capable of mutual substitution (i.e., interchangeability).
  • Durability: able to withstand repeated use.
  • Portability: easily carried and transported.
  • Cognizability: its value must be easily identified.
  • Stability of value: its value should not fluctuate.

Money supply

Money Base, M1 and M2 in the U.S. from 1981 to 2012
 
Printing paper money at a printing press in Perm
 
In economics, money is any financial instrument that can fulfill the functions of money (detailed above). These financial instruments together are collectively referred to as the money supply of an economy. In other words, the money supply is the number of financial instruments within a specific economy available for purchasing goods or services. Since the money supply consists of various financial instruments (usually currency, demand deposits and various other types of deposits), the amount of money in an economy is measured by adding together these financial instruments creating a monetary aggregate

Modern monetary theory distinguishes among different ways to measure the stock of money or money supply, reflected in different types of monetary aggregates, using a categorization system that focuses on the liquidity of the financial instrument used as money. The most commonly used monetary aggregates (or types of money) are conventionally designated M1, M2 and M3. These are successively larger aggregate categories: M1 is currency (coins and bills) plus demand deposits (such as checking accounts); M2 is M1 plus savings accounts and time deposits under $100,000; and M3 is M2 plus larger time deposits and similar institutional accounts. M1 includes only the most liquid financial instruments, and M3 relatively illiquid instruments. The precise definition of M1, M2 etc. may be different in different countries.

Another measure of money, M0, is also used; unlike the other measures, it does not represent actual purchasing power by firms and households in the economy. M0 is base money, or the amount of money actually issued by the central bank of a country. It is measured as currency plus deposits of banks and other institutions at the central bank. M0 is also the only money that can satisfy the reserve requirements of commercial banks.

Creation of money

In current economic systems, money is created by two procedures: 

Legal tender, or narrow money (M0) is the cash money created by a Central Bank by minting coins and printing banknotes.

Bank money, or broad money (M1/M2) is the money created by private banks through the recording of loans as deposits of borrowing clients, with partial support indicated by the cash ratio. Currently, bank money is created as electronic money.

In most countries, the majority of money is mostly created as M1/M2 by commercial banks making loans. Contrary to some popular misconceptions, banks do not act simply as intermediaries, lending out deposits that savers place with them, and do not depend on central bank money (M0) to create new loans and deposits.

Market liquidity

"Market liquidity" describes how easily an item can be traded for another item, or into the common currency within an economy. Money is the most liquid asset because it is universally recognised and accepted as the common currency. In this way, money gives consumers the freedom to trade goods and services easily without having to barter.

Liquid financial instruments are easily tradable and have low transaction costs. There should be no (or minimal) spread between the prices to buy and sell the instrument being used as money.

Types

Currently, most modern monetary systems are based on fiat money. However, for most of history, almost all money was commodity money, such as gold and silver coins. As economies developed, commodity money was eventually replaced by representative money, such as the gold standard, as traders found the physical transportation of gold and silver burdensome. Fiat currencies gradually took over in the last hundred years, especially since the breakup of the Bretton Woods system in the early 1970s.

Commodity

A 1914 British gold sovereign
 
Many items have been used as commodity money such as naturally scarce precious metals, conch shells, barley, beads etc., as well as many other things that are thought of as having value. Commodity money value comes from the commodity out of which it is made. The commodity itself constitutes the money, and the money is the commodity. Examples of commodities that have been used as mediums of exchange include gold, silver, copper, rice, Wampum, salt, peppercorns, large stones, decorated belts, shells, alcohol, cigarettes, cannabis, candy, etc. These items were sometimes used in a metric of perceived value in conjunction to one another, in various commodity valuation or price system economies. Use of commodity money is similar to barter, but a commodity money provides a simple and automatic unit of account for the commodity which is being used as money. Although some gold coins such as the Krugerrand are considered legal tender, there is no record of their face value on either side of the coin. The rationale for this is that emphasis is laid on their direct link to the prevailing value of their fine gold content. American Eagles are imprinted with their gold content and legal tender face value.

Representative

In 1875, the British economist William Stanley Jevons described the money used at the time as "representative money". Representative money is money that consists of token coins, paper money or other physical tokens such as certificates, that can be reliably exchanged for a fixed quantity of a commodity such as gold or silver. The value of representative money stands in direct and fixed relation to the commodity that backs it, while not itself being composed of that commodity.

Fiat

Gold coins are an example of legal tender that are traded for their intrinsic value, rather than their face value.
 
Fiat money or fiat currency is money whose value is not derived from any intrinsic value or guarantee that it can be converted into a valuable commodity (such as gold). Instead, it has value only by government order (fiat). Usually, the government declares the fiat currency (typically notes and coins from a central bank, such as the Federal Reserve System in the U.S.) to be legal tender, making it unlawful not to accept the fiat currency as a means of repayment for all debts, public and private.

Some bullion coins such as the Australian Gold Nugget and American Eagle are legal tender, however, they trade based on the market price of the metal content as a commodity, rather than their legal tender face value (which is usually only a small fraction of their bullion value).

Fiat money, if physically represented in the form of currency (paper or coins) can be accidentally damaged or destroyed. However, fiat money has an advantage over representative or commodity money, in that the same laws that created the money can also define rules for its replacement in case of damage or destruction. For example, the U.S. government will replace mutilated Federal Reserve Notes (U.S. fiat money) if at least half of the physical note can be reconstructed, or if it can be otherwise proven to have been destroyed. By contrast, commodity money which has been lost or destroyed cannot be recovered.

Coinage

These factors led to the shift of the store of value being the metal itself: at first silver, then both silver and gold, and at one point there was bronze as well. Now we have copper coins and other non-precious metals as coins. Metals were mined, weighed, and stamped into coins. This was to assure the individual taking the coin that he was getting a certain known weight of precious metal. Coins could be counterfeited, but they also created a new unit of account, which helped lead to banking. Archimedes' principle provided the next link: coins could now be easily tested for their fine weight of metal, and thus the value of a coin could be determined, even if it had been shaved, debased or otherwise tampered with. 

In most major economies using coinage, copper, silver and gold formed three tiers of coins. Gold coins were used for large purchases, payment of the military and backing of state activities. Silver coins were used for midsized transactions, and as a unit of account for taxes, dues, contracts and fealty, while copper coins represented the coinage of common transaction. This system had been used in ancient India since the time of the Mahajanapadas. In Europe, this system worked through the medieval period because there was virtually no new gold, silver or copper introduced through mining or conquest.[citation needed] Thus the overall ratios of the three coinages remained roughly equivalent.

Paper

Huizi currency, issued in 1160
 
In pre-modern China, the need for credit and for circulating a medium that was less of a burden than exchanging thousands of copper coins led to the introduction of paper money, commonly known today as banknotes. This economic phenomenon was a slow and gradual process that took place from the late Tang dynasty (618–907) into the Song dynasty (960–1279). It began as a means for merchants to exchange heavy coinage for receipts of deposit issued as promissory notes from shops of wholesalers, notes that were valid for temporary use in a small regional territory. In the 10th century, the Song dynasty government began circulating these notes among the traders in their monopolized salt industry. The Song government granted several shops the sole right to issue banknotes, and in the early 12th century the government finally took over these shops to produce state-issued currency. Yet the banknotes issued were still regionally valid and temporary; it was not until the mid 13th century that a standard and uniform government issue of paper money was made into an acceptable nationwide currency. The already widespread methods of woodblock printing and then Pi Sheng's movable type printing by the 11th century was the impetus for the massive production of paper money in premodern China. 

Paper money from different countries
 
At around the same time in the medieval Islamic world, a vigorous monetary economy was created during the 7th–12th centuries on the basis of the expanding levels of circulation of a stable high-value currency (the dinar). Innovations introduced by Muslim economists, traders and merchants include the earliest uses of credit, checks, promissory notes, savings accounts, transactional accounts, loaning, trusts, exchange rates, the transfer of credit and debt, and banking institutions for loans and deposits.

In Europe, paper money was first introduced in Sweden in 1661. Sweden was rich in copper, thus, because of copper's low value, extraordinarily big coins (often weighing several kilograms) had to be made. The advantages of paper currency were numerous: it reduced transport of gold and silver, and thus lowered the risks; it made loaning gold or silver at interest easier, since the specie (gold or silver) never left the possession of the lender until someone else redeemed the note; and it allowed for a division of currency into credit and specie backed forms. It enabled the sale of stock in joint stock companies, and the redemption of those shares in paper.

However, these advantages held within them disadvantages. First, since a note has no intrinsic value, there was nothing to stop issuing authorities from printing more of it than they had specie to back it with. Second, because it increased the money supply, it increased inflationary pressures, a fact observed by David Hume in the 18th century. The result is that paper money would often lead to an inflationary bubble, which could collapse if people began demanding hard money, causing the demand for paper notes to fall to zero. The printing of paper money was also associated with wars, and financing of wars, and therefore regarded as part of maintaining a standing army. For these reasons, paper currency was held in suspicion and hostility in Europe and America. It was also addictive, since the speculative profits of trade and capital creation were quite large. Major nations established mints to print money and mint coins, and branches of their treasury to collect taxes and hold gold and silver stock.

At this time both silver and gold were considered legal tender, and accepted by governments for taxes. However, the instability in the ratio between the two grew over the course of the 19th century, with the increase both in supply of these metals, particularly silver, and of trade. This is called bimetallism and the attempt to create a bimetallic standard where both gold and silver backed currency remained in circulation occupied the efforts of inflationists. Governments at this point could use currency as an instrument of policy, printing paper currency such as the United States Greenback, to pay for military expenditures. They could also set the terms at which they would redeem notes for specie, by limiting the amount of purchase, or the minimum amount that could be redeemed.

Banknotes with a face value of 5000 of different currencies
 
By 1900, most of the industrializing nations were on some form of gold standard, with paper notes and silver coins constituting the circulating medium. Private banks and governments across the world followed Gresham's Law: keeping gold and silver paid, but paying out in notes. This did not happen all around the world at the same time, but occurred sporadically, generally in times of war or financial crisis, beginning in the early part of the 20th century and continuing across the world until the late 20th century, when the regime of floating fiat currencies came into force. One of the last countries to break away from the gold standard was the United States in 1971. 

No country anywhere in the world today has an enforceable gold standard or silver standard currency system.

Commercial bank

A check, used as a means of converting funds in a demand deposit to cash

Commercial bank money or demand deposits are claims against financial institutions that can be used for the purchase of goods and services. A demand deposit account is an account from which funds can be withdrawn at any time by check or cash withdrawal without giving the bank or financial institution any prior notice. Banks have the legal obligation to return funds held in demand deposits immediately upon demand (or 'at call'). Demand deposit withdrawals can be performed in person, via checks or bank drafts, using automatic teller machines (ATMs), or through online banking.

Commercial bank money is created through fractional-reserve banking, the banking practice where banks keep only a fraction of their deposits in reserve (as cash and other highly liquid assets) and lend out the remainder, while maintaining the simultaneous obligation to redeem all these deposits upon demand. Commercial bank money differs from commodity and fiat money in two ways: firstly it is non-physical, as its existence is only reflected in the account ledgers of banks and other financial institutions, and secondly, there is some element of risk that the claim will not be fulfilled if the financial institution becomes insolvent. The process of fractional-reserve banking has a cumulative effect of money creation by commercial banks, as it expands money supply (cash and demand deposits) beyond what it would otherwise be. Because of the prevalence of fractional reserve banking, the broad money supply of most countries is a multiple larger than the amount of base money created by the country's central bank. That multiple (called the money multiplier) is determined by the reserve requirement or other financial ratio requirements imposed by financial regulators.

The money supply of a country is usually held to be the total amount of currency in circulation plus the total value of checking and savings deposits in the commercial banks in the country. In modern economies, relatively little of the money supply is in physical currency. For example, in December 2010 in the U.S., of the $8853.4 billion in broad money supply (M2), only $915.7 billion (about 10%) consisted of physical coins and paper money.

Digital or electronic

The development of computer technology in the second part of the twentieth century allowed money to be represented digitally. By 1990, in the United States all money transferred between its central bank and commercial banks was in electronic form. By the 2000s most money existed as digital currency in bank databases. In 2012, by number of transaction, 20 to 58 percent of transactions were electronic (dependant on country).

Non-national digital currencies were developed in the early 2000s. In particular, Flooz and Beenz had gained momentum before the Dot-com bubble. Not much innovation occurred until the conception of Bitcoin in 2009, which introduced the concept of a cryptocurrency – a decentralized trustless currency.

Monetary policy

US dollar banknotes
 
When gold and silver are used as money, the money supply can grow only if the supply of these metals is increased by mining. This rate of increase will accelerate during periods of gold rushes and discoveries, such as when Columbus discovered the New World and brought back gold and silver to Spain, or when gold was discovered in California in 1848. This causes inflation, as the value of gold goes down. However, if the rate of gold mining cannot keep up with the growth of the economy, gold becomes relatively more valuable, and prices (denominated in gold) will drop, causing deflation. Deflation was the more typical situation for over a century when gold and paper money backed by gold were used as money in the 18th and 19th centuries.

Modern day monetary systems are based on fiat money and are no longer tied to the value of gold. The control of the amount of money in the economy is known as monetary policy. Monetary policy is the process by which a government, central bank, or monetary authority manages the money supply to achieve specific goals. Usually the goal of monetary policy is to accommodate economic growth in an environment of stable prices. For example, it is clearly stated in the Federal Reserve Act that the Board of Governors and the Federal Open Market Committee should seek "to promote effectively the goals of maximum employment, stable prices, and moderate long-term interest rates."

A failed monetary policy can have significant detrimental effects on an economy and the society that depends on it. These include hyperinflation, stagflation, recession, high unemployment, shortages of imported goods, inability to export goods, and even total monetary collapse and the adoption of a much less efficient barter economy. This happened in Russia, for instance, after the fall of the Soviet Union

Governments and central banks have taken both regulatory and free market approaches to monetary policy. Some of the tools used to control the money supply include:
  • changing the interest rate at which the central bank loans money to (or borrows money from) the commercial banks
  • currency purchases or sales
  • increasing or lowering government borrowing
  • increasing or lowering government spending
  • manipulation of exchange rates
  • raising or lowering bank reserve requirements
  • regulation or prohibition of private currencies
  • taxation or tax breaks on imports or exports of capital into a country
In the US, the Federal Reserve is responsible for controlling the money supply, while in the Euro area the respective institution is the European Central Bank. Other central banks with significant impact on global finances are the Bank of Japan, People's Bank of China and the Bank of England

For many years much of monetary policy was influenced by an economic theory known as monetarism. Monetarism is an economic theory which argues that management of the money supply should be the primary means of regulating economic activity. The stability of the demand for money prior to the 1980s was a key finding of Milton Friedman and Anna Schwartz supported by the work of David Laidler, and many others. The nature of the demand for money changed during the 1980s owing to technical, institutional, and legal factors and the influence of monetarism has since decreased.

Counterfeit

Counterfeit money is imitation currency produced without the legal sanction of the state or government. Producing or using counterfeit money is a form of fraud or forgery. Counterfeiting is almost as old as money itself. Plated copies (known as Fourrées) have been found of Lydian coins which are thought to be among the first western coins. Before the introduction of paper money, the most prevalent method of counterfeiting involved mixing base metals with pure gold or silver. A form of counterfeiting is the production of documents by legitimate printers in response to fraudulent instructions. During World War II, the Nazis forged British pounds and American dollars. Today some of the finest counterfeit banknotes are called Superdollars because of their high quality and likeness to the real U.S. dollar. There has been significant counterfeiting of Euro banknotes and coins since the launch of the currency in 2002, but considerably less than for the U.S. dollar.

Laundering

Money laundering is the process in which the proceeds of crime are transformed into ostensibly legitimate money or other assets. However, in a number of legal and regulatory systems the term money laundering has become conflated with other forms of financial crime, and sometimes used more generally to include misuse of the financial system (involving things such as securities, digital currencies, credit cards, and traditional currency), including terrorism financing, tax evasion, and evading of international sanctions.

Theory of reasoned action

From Wikipedia, the free encyclopedia
The Theory of Reasoned Action (ToRA or TRA) aims to explain the relationship between attitudes and behaviors within human action. It is mainly used to predict how individuals will behave based on their pre-existing attitudes and behavioral intentions. An individual's decision to engage in a particular behavior is based on the outcomes the individual expects will come as a result of performing the behavior. Developed by Martin Fishbein and Icek Ajzen in 1967, the theory derived from previous research in social psychology, persuasion models, and attitude theories. Fishbein's theories suggested a relationship between attitude and behaviors (the A-B relationship). However, critics estimated that attitude theories were not proving to be good indicators of human behavior. The ToRA was later revised and expanded by the two theorists in the following decades to overcome any discrepancies in the A-B relationship with the Theory of Planned Behavior (TPB) and Reasoned Action Approach (RAA). The theory is also used in communication discourse as a theory of understanding.

The primary purpose of the TRA is to understand an individual's voluntary behavior by examining the underlying basic motivation to perform an action. ToRA states that a person's intention to perform a behavior is the main predictor of whether or not they actually perform that behavior. Additionally, the normative component (i.e. social norms surrounding the act) also contributes to whether or not the person will actually perform the behavior. According to the theory, intention to perform a certain behavior precedes the actual behavior. This intention is known as behavioral intention and comes as a result of a belief that performing the behavior will lead to a specific outcome. Behavioral intention is important to the theory because these intentions "are determined by attitudes to behaviors and subjective norms". The theory of reasoned action suggests that stronger intentions lead to increased effort to perform the behavior, which also increases the likelihood for the behavior to be performed.

Key Concepts and Conditions

Behavior

A positivistic approach to behavior research, ToRA attempts to predict and explain one's intention of performing a certain behavior. The theory requires that behavior be clearly defined in terms of the four following concepts: Action (e.g. to go get), Target (e.g. a mammogram), Context (e.g. at the breast screening center), and Time (e.g. in the 12 months). According to TRA, behavioral intention is the main motivator of behavior, while the two key determinants on behavioral intention are people's attitudes and norms. By examining attitudes and subjective norms, researchers can gain an understanding as to whether or not one will perform the intended action.

Attitudes

According to TRA, attitudes are one of the key determinants of behavioral intention and refer to the way people feel towards a particular behavior. These attitudes are influenced by two factors: the strength of behavioral beliefs regarding the outcomes of the performed behavior (i.e. whether or not the outcome is probable) and the evaluation of the potential outcomes (i.e. whether or not the outcome is positive). Attitudes regarding a certain behavior can either be positive, negative or neutral. The theory stipulates that there exists a direct correlation between attitudes and outcomes, such that if one believes that a certain behavior will lead to a desirable or favorable outcome, then one is more likely to have a positive attitude towards the behavior. Alternatively, if one believes that a certain behavior will lead to an undesirable or unfavorable outcome, then one is more likely to have a negative attitude towards the behavior.

Behavioral Belief

Behavioral belief allows us to understand people's motivations for their behavior in terms of the behavior's consequences. This concept stipulates that people tend to associate the performance of a certain behavior with a certain set of outcomes or features. For example, a person believes that if he or she studies for a month for his or her driver's license test, that one will pass the test after failing it the first time without studying at all. Here, the behavioral belief is that studying for a month is equated with success, whereas not studying at all is associated with failure.

Evaluation

The evaluation of the outcome refers to the way people perceive and evaluate the potential outcomes of a performed behavior. Such evaluations are conceived in a binary "good-bad" fashion-like manner. For example, a person may evaluate the outcome of quitting smoking cigarettes as positive if the behavioral belief is improved breathing and clean lungs. Conversely, a person may evaluate the outcome of quitting smoking cigarettes as negative if the behavioral belief is weight gain after smoking cessation.

Subjective Norms

Subjective norms are also one of the key determinants of behavioral intention and refer to the way perceptions of relevant groups or individuals such as family members, friends, and peers may affect one's performance of the behavior. Ajzen defines subjective norms as the "perceived social pressure to perform or not perform the behavior". According to TRA, people develop certain beliefs or normative beliefs as to whether or not certain behaviors are acceptable. These beliefs shape one's perception of the behavior and determine one's intention to perform or not perform the behavior. For example, if one believes that recreational drug use (the behavior) is acceptable within one's social group, one will more likely be willing to engage in the activity. Alternatively, if one's friends groups perceive that the behavior is bad, one will be less likely to engage in recreational drug use. However, subjective norms also take into account people's motivation to comply with their social circle's views and perceptions, which vary depending on the situation and the individual's motivations.

Normative Beliefs

Normative beliefs touch on whether or not referent relevant groups approve of the action. There exists a direct correlation between normative beliefs and performance of the behavior. Usually, the more likely the referent groups will approve of the action, the more likely the individual perform the act. Conversely, the less likely the referent groups will approve of the action, the less likely the individual will perform the act.

Motivation to Comply

Motivation to comply addresses the fact that individuals may or may not comply with social norms of the referent groups surrounding the act. Depending on the individuals motivations in terms of adhering to social pressures, the individual will either succumb to the social pressures of performing the act if it is deemed acceptable, or alternatively will resist to the social pressures of performing the act if it is deemed unacceptable.

Behavioral Intention

Behavioral intention is a function of both attitudes and subjective norms toward that behavior (also known as the normative component). Attitudes being how strongly one holds the attitude toward the act and subjective norms being the social norms associated with the act. The stronger the attitude and the more positive the subjective norm, the higher the A-B relationship should be. However, the attitudes and subjective norms are unlikely to be weighted equally in predicting behavior. Depending on the individual and situation, these factors might have different impacts on behavioral intention, thus a weight is associated with each of these factors. A few studies have shown that direct prior experience with a certain activity results in an increased weight on the attitude component of the behavior intention function.

Formula

In its simplest form, the TRA can be expressed as the following equation:
where:
  • BI = behavioral intention
  • (AB) = one's attitude toward performing the behavior
  • W = empirically derived weights
  • SN = one's subjective norm related to performing the behavior

Conditions

The TORA theorists note that there are three conditions that can affect the relationship between behavioral intention and behavior. The first condition is that "the measure of intention must correspond with respect to their levels of specificity". This means that to predict a specific behavior, the behavioral intention must be equally specific. The second condition is that there must be "stability of intentions between time of measurement and performance of behavior". The intention must remain the same between the time that it is given and the time that the behavior is performed. The third condition is "the degree to which carrying out the intention is under the volitional control of the individual". The individual always has the control of whether or not to perform the behavior. These conditions have to do with the transition from verbal responses to actual behavior.

Scope and Limitations

Scope

While Fishbein and Ajzen developed the ToRA within the field of health to understand health behaviors, the theorists asserted that TRA could be applied in any given context to understand and even predict any human behavior. According to Sheppard et al., behavioral intention can predict the performance of "any voluntary act, unless intent changes prior to the performance or unless the intention measure does not correspond to the behavioral criterion in terms of action, target, context, time-frame and/or specificity". Their statement asserts that according to TRA, the measure of behavioral intention can predict whether or not an individual will perform a certain act, as long as the behavioral intention remains the same and the behavior is clearly and properly defined. Broadening the scope of TRA, Sheppard conducted a study in which they applied TRA in situations that did not completely comply or conform with Fishbein and Ajzen's framework. Surveying 87 previous empirical studies, they applied the theory in contexts where the individual did not have full volitional control over the behavior and/or where individuals did not have all the information to develop the intention. To their surprise, they found that the theory of reasoned action could successfully be applied in situations that did not fully adhere to the three formal terms and conditions specified by the theory.

Limitations

Although the scope of TRA is wide, the theory still has its limitations and like any other theory, needs constant refinement and revision particularly when extending to choice and goals. The distinction between a goal intention and a behavioral intention concerns the capability to achieve one's intention, which involves multiple variables thus creating great uncertainty. Ajzen acknowledged that "some behaviors are more likely to present problems of controls than others, but we can never be absolutely certain that we will be in a position to carry out our intentions. Viewed in this light it becomes clear that strictly speaking every intention is a goal whose attainment is subject to some degree of uncertainty." 

According to Eagly and Chaiken, TRA does not take into account that certain conditions that enable the performance of a behavior are not available to individuals. Since the ToRA focuses on behaviors that people decisively enact, the theory is limited in terms of being able to predict behaviors that require access to certain opportunities, skills, conditions, and/or resources. Additionally, certain intentions do not necessarily play a role in terms of connecting attitudes and behavior. According to a study conducted by Bagozzi and Yi, the performance of a behavior is not always preceded by a strong intent. In fact, attitudes and behaviors may not always be linked by intentions, particularly when the behavior does not require much cognitive effort.

Development and investigation

In 1979, H. C. Triandis proposed expanding TORA to include more components. These factors were habit, facilitating conditions, and affect. When a person performs a behavior in a routine manner they form a habit. Facilitating conditions are conditions that make completion of an action more or less difficult. Both of these conditions affect their behavior directly. On the other hand, affect is the emotional response a person has towards a behavior and this emotional response only affects behavioral intention rather than directly affecting behavior. This expanded version of TORA has been used to study behaviors like women's participation in mammography procedures.

In 1985, Ajzen extended TORA to what he refers as the theory of planned behavior (TPB). This involves the addition of one major predictor—perceived behavioral control. This addition was introduced to account for times when people have the intention to conduct the behavior, but the actual behavior is thwarted because of subjective and objective reasons. In the theory of planned behavior, the attitude, subjective norms, and behavioral control have "important although differently weighted effects on a person's intention to behave".

In spite of the improvement, it is suggested that TORA and TPB only provides an account of the determinants of behavior when both motivation and opportunity to process information are high. Further research demonstrating the casual relationships among the variables in TPB and any expansions of it is clearly necessary. The model also mentions little about the memory process.

Applications of the theory

The theory of reasoned action has been used in many studies as a framework for examining specific kinds of behavior such as communication behavior, consumer behavior and health behavior. Many researchers use the theory to study behaviors that are associated with high risks and danger, as well as deviant behavior. In contrast, some research has applied the theory to more normative and rational types of action. Researchers Davies, Foxall, and Pallister suggest that the theory of reasoned action can be tested if "behavior is measured objectively without drawing a connection to prior intention". Most studies, however, look at intention because of its central role in the theory.

Communication

College fraternity and sorority hazing

Theory of Reasoned Action has been applied to the study of whistle-blowing intentions and hazing in college organizations, specifically fraternities and sororities. Hazing is understood to be "any activity expected of someone that joins a group, which humiliates, degrades, abuses or endangers its victims". In the United States, there have been a variety of hazing incidents that have resulted in death and harm of students on several college campuses. Whistle-blowing "involves an individual with some level of unique or inside knowledge using public communication to bring attention to some perceived wrongdoing or problem. Whistle-blowing is significant to this issue because individuals who are aware of hazing incidents can come forward to university officials and make the occurrence of hazing known. In their study, Richardson et al. set out to study whistle-blowing by using the theory of reasoned action as a framework to predict whether or not individuals will come forward about report hazing incidents. Their study served to examine whether the relationships suggested by the TRA model remain true in predicting whistle blowing intentions, and if these relationships would change depending on the severity of the hazing incident. 

Richardson et al. surveyed a sample of 259 students from Greek organizations at university in the Southwestern United States. The survey questions measured the different aspects of the TRA model: behavioral beliefs, outcome evaluations, attitude toward the behavior, normative beliefs, motivation to comply, subjective norms, and the consequence endogenous variable. The questions asked respondents to rate their responses on various 7 point scales. "Participants in the study responded to one of three scenarios, varying in level of severity, describing a hazing situation occurring in their fraternity or sorority". In line with the theory, the researchers wanted to identify if attitudes held about hazing, dangerous activity, and group affiliation, along with subjective norms about whistle-blowing (reactions by others, consequences of reporting the action, isolation from the group) would influence whether or not an individual would go through with reporting a hazing incident. The results of the study found that individuals were more likely to report, or whistle-blow, on hazing incidents that were more severe or harmful to individuals. Simultaneously, individuals were also concerned about the perceptions of others' attitudes towards them and the consequences they may face if they reported hazing incidents.

Knowledge sharing in companies

TRA is used to examine the communication behavior in corporations. One of the behaviors TRA helped characterize is knowledge sharing (KS) in companies. In the study conducted by Ho, Hsu, and Oh, they proposed two models to construct KS process by introducing TRA and game theory (GT). One model captures personal psychological feelings (attitudes and subjective norms), the other model not only captures personal feelings but also takes other people's decisions into consideration. By comparing the two models, researchers found that the model based on TRA has a higher predictive accuracy than the model based on TRA and GT. They concluded that employees "have a high probability of not analyzing the decisions of others", and whether taking other colleague's decision into account has a great impact on people's KS behavioral intention. It is indicated that "the more indirect decision-makers there are in organizations, the less effective is KS". To encourage KS, company managers should avoid including indirect decision-makers in the projects.

Consumer behavior

Coupon usage

Coupon usage has also been studied through the theory of reasoned action framework by researchers interested in consumer and marketer behavior. In 1984, Terence Shimp and Alican Kavas applied this theory to coupon usage behavior, with the research premise that "coupon usage is rational, systematic, and thoughtful behavior" in contrast with other applications of the theory to more dangerous types of behavior.

Theory of Reasoned Action serves as a useful model because it can help examine whether "consumers' intentions to use coupons are determined by their attitudes and perceptions of whether important others think one should or should not expend the effort to clip, save, and use coupons". The consumer's behavior intentions are influenced by their personal beliefs about coupon usage, meaning whether or not they think saving money is important and are willing to spend the time clipping coupons. These potential beliefs also influenced the coupon user's thoughts about what others think about their usage of coupons. Together, the coupon user will use their own beliefs and the opinions of others to form an overall attitude towards coupon usage. To approach this study, Shimp and Alican surveyed 770 households and measured the aspects of the TRA model in terms of the participant's responses. The received responses indicated that consumers' norms are "partially determined by their personal beliefs toward coupon usage, and to an even greater extend, that attitudes are influenced by internalizing others' beliefs". Positive attitudes towards this behavior are influenced by an individual's perceptions that their partners will be satisfied by their time spent and efforts made to save money. 

3 variables in Unit Brand Loyalty (UBL)

Brand loyalty

TRA has been applied to redefine brand loyalty. According to the theory of reasoned action, the antecedents of purchase behaviour are attitudes towards the purchase and subjective norm. In 1998, Ha conducted a study to investigate the relationships among several antecedents of unit brand loyalty (UBL) by introducing TRA. Consumers are brand loyal when both attitude and behavior are favorable. In his study, Ha developed a table indicating 8 combinations of customers' brand loyalty based on their loyalty on 3 variables – attitude towards the behavior, subjective norm, and purchase behavior is loyal. According to Ha, marketing managers should not be discouraged by a temporary disloyalty and need to strive for grabbing brand loyalty when customers are showing loyalty to two of the three variables, but they need to rediagnose their customers' brand loyalty when customers are showing loyalty to only one of them. The main focus should be pointed at either enhancing the consumer's attitude toward their brand or adjusting their brand to the social norms.

Green Behaviors

TRA has also been used to study consumer attitudes towards renewable energy. In 2000, Bang, et. al found that people who cared about environmental issues like pollution were more willing to spend more for renewable energy. Similarly, a 2008 study of Swedish consumers by Hansla et. al showed that those who with a positive view of renewable energy were more willing to spend money on sustainable energy for their homes. These studies are evidence that the emotional response people have towards a topic affects their attitude, which in turn affects their behavioral intent. These studies also provide examples for how the TRA is used to market goods that might not make the most sense from a strictly economic perspective. 

In addition, Mishara et.al 's research proved there is a positively relation between behavioral intention and actual behavior in Green Information Technology (GIT) acceptance. Those professionals with positive intentions towards GIT tend to exploit GIT into practice.

Health behavior

Condom use

Theory of Reasoned Action has been frequently used as a framework and predictive mechanism of applied research on sexual behavior, especially in prevention of sexually transmitted disease such as HIV. In 2001, Albarracín, Johnson, Fishbein, and Muellerleile applied theory of reasoned action (TRA) and theory of planned behavior (TPB) into studying how well the theories predict condom use. To be consistent with TRA, the authors synthesized 96 data sets (N = 22,594), and associate every component in condom use with certain weight. Their study indicates that the theories of reasoned action and planned behavior are highly successful predictors of condom use. According to their discussion, "people are more likely to use condoms if they have previously formed the corresponding intentions. These intentions to use condoms appear to derive from attitudes, subjective norms, and perceived behavioral control. These attitudes and norms, in turn, appear to derive from outcome and normative beliefs. Nevertheless, whether behavior was assessed retrospectively or prospectively was an important moderator that influenced the magnitude of the associations between theoretically important variables."

Sexual behavior in teenage girls

In 2011, W.M. Doswell, Braxter, Cha, and Kim examined sexual behavior in African American teenage girls and applied the theory as a framework for understanding this behavior. The theory of reasoned action can explain these behaviors in that teens' behavioral intentions to engage in early sexual behavior are influenced by their pre-existing attitudes and subjective norms of their peers. Attitudes in this context are favorable or unfavorable dispositions towards teenage sexual behavior. Subjective norms are the perceived social pressure teenagers feel from their friends, classmates, and other peer groups to engage in sexual behavior. As a framework, the TRA suggests that adolescents will participate in early behavior because of their own attitudes towards the behavior and the subjective norms of their peers. In this case, intention is the willful plan to perform early sexual behavior. Findings from the student showed that the TRA was supportive in predicting early sexual behavior among African American teenage girls. Attitudes towards sex and subjective norms both correlated with intentions to participate in early sexual behavior in the study's sample.

Pediatricians, parents and HPV vaccinations

A 2011 study examining pediatricians' behaviors surrounding the Human Papillomavirus (HPV) vaccine found that TRA predicted the pediatricians would encourage parents to get their daughters vaccinated. Roberto, Krieger, Katz, Goei, and Jain discovered that the norms surrounding this topic were more important in predicting behavior than perceived behavioral control.

Exercise

The public health community, interested in reducing rising obesity rates, has used TRA to study people's exercise behavior. A 1981 study by Bentler and Speckart revealed that intent to exercise was determined by a person's attitude toward exercise, as predicted by TRA. In a broader literature review on the study of exercise using TRA and TPB, it was determined that behavioral intent to exercise is better framed by TRA than TPB because perceived behavioral control did not have a significant effect on the intent to exercise.

Critiques

Challenges
 
According to Fishbein's and Ajzen's original (1967) formulation of TRA, a behavioral intention measure will predict the performance of any voluntary act, unless intent changes prior to performance or unless the intention measure does not correspond to the behavioral criterion in terms of action, target, context, time-frame and/or specificity. The model of TRA has been challenged by studies determined to examine its limitation and inadequacy. 

The major problem of TRA is pointed out to be the ignorance of the connections between individuals, both the interpersonal and social relations in which they act, and the broader social structures which govern social practice. Although TRA recognizes the importance of social norms, strategies are limited to a consideration of individual perceptions of these social phenomena. Individual's belief, attitudes and understandings are constituted activity, therefore the distinction of the two factors is ambiguous. In 1972, Shwartz and Tessler noted that there are other major and subjective determinants of intentions at play that go beyond attitudes toward the behavior and subjective norms. Namely, they propose that one's sense of right and wrongs, as well as one's beliefs surrounding moral obligation may also impact one's intention. This value system is internalized independently from Fishbein and Ajzen's subjective norms. Furthermore, social change may be generational rather than the sum of individual change. TRA fails to capture and oversimplifies the social processes of change and the social nature of the change itself: a model in which people collectively appropriate and construct new meanings and practice.

Additionally, the habituation of past behavior also tends to reduce the impact that intention has on behavior as the habit increases. Gradually, the performance of the behavior become less of a rational, initiative behavior and more of a learned response. In addition, intention appears to have a direct effect on behavior in the short term only. Besides, the analysis of the conceptual basis also raises concerns. It is criticized that the model does not enable the generation of hypothesis because of their ambiguity. The model focuses on analytic truth rather than synthetic one, therefore the conclusions resulting from those applications are often true by definition rather than by observation which makes the model unfalsifiable. The strengths of attitudes toward a behavior (social/personal) and subjective norms also vary cross-culturally while the process by which the behavior engaged remains the same. An example of this is shown in a cross-cultural study on fast food choices, where people from Western cultures were found to be more influenced by their prior choice of restaurant than people from Eastern cultures. This would suggest that people from different cultures weight subjective norms and existing attitudes differently. A closer examination of the cross-cultural communication process will benefit and complete the understanding of theory of reasoned action.

Future Directions

According to Jaccard James, three directions are waiting for further research in TRA. The first one is per-individual level. The second area is a split-second situations, namely, instant decision-making. The third one is multioption contexts. In other words, how people perform when facing multiple alternatives should be stressed in the future study.

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