to the individual then this normative belief will not be influential in determining an

individual's subjective norm.

 A subjective norm is the social pressure to engage in a behavior (SN). This occurs

when an individual believes that an important referent (n) supports a specific behavior

and the individual wants to comply (m) with the referent's beliefs. See Figure 2-2 for the

relationship between these variables.

 SN = I (n) (m)

Figure 2-2: Relationship between subjective norms (SN), normative beliefs (n) and
 motivation to comply (m) (Ajzen, I. (nd). The Theory ofPlanned Behavior.
 Retrieved March 15, 2005, from
 http://www.people.umass.edu/aizen/index.html)

 The TRA tries to explain how personal and social factors can influence and

determine the behavior of an individual. People will engage in or perform a behavior if

they evaluate the behavior positively (attitudes) and they feel social pressure to perform

the behavior (subjective norms). Behavioral beliefs influence an individual's attitude

towards performing a behavior. Likewise, normative beliefs influence an individual's

subjective norm. The intention to adopt a behavior is based on the combination of

individual's attitude toward the behavior and subjective norms. The strength of the

individual's intention to perform a behavior determines the actual performance of the

behavior. The stronger the intention to engage in a behavior, the more likely an

individual will perform a behavior. Figure 2-3 depicts the TRA's causal linkages

between factors.