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Soap operas as a matchmaker: A cultivation analysis of the effects of South Korean TV dramas’ on Vietnamese women’s marital intentions
Unformatted Document Text:  SOAP OPERAS AS A MATCHMAKER 11   Theory of Reasoned Action The central premise of the Theory of Reasoned Action (TRA) is that people make a decision to engage in behaviors based on rational consideration and information available to them (Ajzen, Fishbein, & Heilbroner, 1980; Fishbein & Ajzen, 1975). A behavioral intention or the willingness to perform one behavior, if under the control of volitional behavior, is the best predictor of a person’s behavior. Behavioral intention has two cognitive antecedents – the attitudes toward performing a behavior and the subjective norm (Fishbein & Ajzen, 1975). A person’s attitude toward performing an action is built on salient beliefs and favorable or unfavorable judgments regarding the outcomes of the behavior. Subjective norm is the person’s belief about the pressures that his or her significant others might have regarding the behavior (Ajzen, et al., 1980; Fishbein & Ajzen, 1975; Hale, Householder, & Greene, 2002; Sheppard, Hartwick & Warshaw, 1988). TRA has been used to study various issues in social sciences such as intentions to adopt HIV/AIDS preventive behavior (Fisher, Fisher, & Rye, 1995), condom use intentions (Sutton, 1989), coupon usage and buying intentions (Shimp & Kavas, 1984), intentions to engage in environmental activism (Fielding, McDonald, & Louis, 2008), television viewing behavior (Loken, 1983), and investors using the Internet for stock trading (Ramayah, Rouibah, Gopi, & Rangel, 2009) among others. Mass communication scholars postulated that media effects are usually described as cognitive, affective, or behavioral (Ball-Rokeach & DeFleur, 1976; Chaffee, 1977; Perse, 2001; Roberts & Maccoby, 1985). Behavioral effects are actions that associate with media exposure. Nevertheless, most studies about his kind of effects have usually centered on anti- or pro-social behaviors (Perse, 2001). The use of TRA in the field of mass communication is still limited. Scholars have, however, begun to combine it with cultivation theory to study the effects of mass communication (Nabi & Sullivan, 2001; Segrin & Nabi, 2002). The fundamental idea of the cultivation approach

Authors: Vu, Hong.
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SOAP OPERAS AS A MATCHMAKER 
11 
 
Theory of Reasoned Action 
The central premise of the Theory of Reasoned Action (TRA) is that people make a decision 
to engage in behaviors based on rational consideration and information available to them (Ajzen, 
Fishbein, & Heilbroner, 1980; Fishbein & Ajzen, 1975). A behavioral intention or the willingness 
to perform one behavior, if under the control of volitional behavior, is the best predictor of a 
person’s behavior. Behavioral intention has two cognitive antecedents – the attitudes toward 
performing a behavior and the subjective norm (Fishbein & Ajzen, 1975). A person’s attitude 
toward performing an action is built on salient beliefs and favorable or unfavorable judgments 
regarding the outcomes of the behavior. Subjective norm is the person’s belief about the pressures 
that his or her significant others might have regarding the behavior (Ajzen, et al., 1980; Fishbein 
& Ajzen, 1975; Hale, Householder, & Greene, 2002; Sheppard, Hartwick & Warshaw, 1988). TRA 
has been used to study various issues in social sciences such as intentions to adopt HIV/AIDS 
preventive behavior (Fisher, Fisher, & Rye, 1995), condom use intentions (Sutton, 1989), coupon 
usage and buying intentions (Shimp & Kavas, 1984), intentions to engage in environmental activism 
(Fielding, McDonald, & Louis, 2008), television viewing behavior (Loken, 1983), and investors 
using the Internet for stock trading (Ramayah, Rouibah, Gopi, & Rangel, 2009) among others.  
Mass communication scholars postulated that media effects are usually described as 
cognitive, affective, or behavioral (Ball-Rokeach & DeFleur, 1976; Chaffee, 1977; Perse, 2001; 
Roberts & Maccoby, 1985). Behavioral effects are actions that associate with media exposure. 
Nevertheless, most studies about his kind of effects have usually centered on anti- or pro-social 
behaviors (Perse, 2001).  
The use of TRA in the field of mass communication is still limited. Scholars have, 
however, begun to combine it with cultivation theory to study the effects of mass communication 
(Nabi & Sullivan, 2001; Segrin & Nabi, 2002). The fundamental idea of the cultivation approach 


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