A City Guide To Bandar Seri Begawan for The theory of reasoned action and the theory of planned behaviour While the HBM is predominantly a cognitive model of health behaviour derived from subjective expected utility theory i.e. individuals are active and generally rational decision makers who are influenced by the perceived utility usefulness to them of certain actions or behaviour cf. Edwards , the theory of reasoned action TRA and, subsequently, the theory of planned behaviour TPB are known as social cognition models Figure These models assume that social behaviour is determined by a person’s beliefs about behaviour in given social contexts and by their social perceptions and expectations cf. social learning theory Bandura and not simply by their cognitions or attitudes. n The theory of reasoned action This model Ajzen and Fishbein Fishbein assumes that individuals behave in a goal-directed manner and that the implications of their actions outcome expectations are weighed up in a rational manner before the decision is taken whether to engage in the behaviour or not. The model aims to explore and develop the psychological processes involved in making a link between attitude and behaviour by incorporating wider social influences and the necessity of intention formation. A City Guide To Bandar Seri Begawan 2016.