Reasoned Action Theory and Brand Loyalty

Reasoned Action Theory and Brand Loyalty

The recent controversy surrounding the Nike brand and its support of former NFL
player Colin Kaepernick has sparked debate and media attention. Nike faced backlash from
consumers who disagreed with the brand’s decision to use Kaepernick as a spokesperson for
its “Just Do It” campaign, with some even burning their Nike products in protest (Intravia et
al., 2020). This controversy raises the issue of brand loyalty and how individuals decide their
consumption patterns. In addition, the controversy received widespread media attention since
it became a concern for several people.
On scholarly material that closely relates to the developments of this controversial
topic is Yzer’s article, “Reasoned action theory. The SAGE handbook of persuasion:
Developments in theory and practice, 2, 120-136.” The theoretical perspective presented in
“Reasoned Action Theory” by Yzer (2013) is a social psychological approach that explains
how individuals make decisions about their behavior. According to this perspective, an
individual’s behavior is determined by their intention to perform that behavior. In addition,
their attitudes and subjective norms influence it. Attitudes refer to an individual’s positive or
negative evaluation of an object or idea. Subjective norms refer to an individual’s perception
of socially acceptable or unacceptable behavior. Both attitudes and subjective norms can
influence an individual’s intention to perform a behavior, but subjective norms are typically
seen as a stronger predictor of behavior.
Reasoned Action Theory also posits that individuals are more likely to engage in a
behavior if they believe it will lead to positive outcomes and have the necessary skills and
resources to perform it (Yzer, 2013). Overall, this theoretical perspective emphasizes the role
of cognitive processes and social norms in shaping an individual’s behavior and decision-
making. It provides a framework for understanding how attitudes, subjective norms, and

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intentions interact to influence behavior and can be applied to various contexts, including
persuasion, marketing, and communication.

Critical Analysis

According to Reasoned Action Theory, an individual’s behavior is determined by
their intention to perform that behavior, which is influenced by their attitudes and subjective
norms (Yzer, 2013). In this case, the conduct being evaluated is whether or not to purchase
Nike products. Therefore, it is essential to note that Nike’s partnership with Kaepernick
intended to appeal to consumers who shared the same attitudes and values as the company,
specifically a commitment to social justice.
Additionally, the Reasoned Action Theory suggests that people’s attitudes toward a
particular behavior are influenced by their beliefs about the consequences of that behavior.
For example, in the case of the Nike-Kaepernick controversy, some people may have had
positive attitudes toward purchasing Nike products because they believed Nike was taking a
stand on important social issues (Intravia et al., 2020). In contrast, others may have had
negative attitudes because they thought Nike was disrespecting the flag and the military.
Subjective norms, often known as the expectations that people have of one another,
are another factor that might impact behavior. For instance, amid the debate surrounding
Nike and Colin Kaepernick, some people may have felt pressure from their friends or social
media influencers to support Nike’s decision. These individuals’ opinions may have swayed
others. On the other hand, some people may have felt pressured to boycott things made by
Nike.
Finally, intentions are an essential factor in predicting behavior. In the case of the
Nike-Kaepernick controversy, people’s intentions to purchase Nike products may have been
influenced by their attitudes and subjective norms. Those with positive attitudes towards
Nike’s decision may have been more likely to have the intention to purchase Nike products,

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while those with negative attitudes may have been less likely to have this intention. Overall,
the Nike-Kaepernick controversy illustrates how organizations can use Reasoned Action
Theory to understand better and predict consumer behavior and how attitudes, subjective
norms, and intentions can impact brand loyalty.
However, the ad campaign also likely triggered negative attitudes and subjective
norms among consumers who opposed Kaepernick’s protest or dis


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