Behavioral Reasoning Theory: A Contemporary Review and Theoretical Implications for Understanding Human Behavior

Abstract

Psychologists and behavioral scientists have long endeavored to explain and understand the causes of human behavior which has remained a central challenge in the field. Such efforts have led to the development of various theoretical models that highlight the roles of attitudes, social norms, internal motivations, and perceived behavioral control. Classic models such as the Theory of Reasoned Action (TRA) and the Theory of Planned Behavior (TPB) have been instrumental in establishing the foundations for understanding human decision-making processes. However, these models exhibit limitations in that they do not explicitly account for the role of “reasons” that individuals use to justify or defend their behaviors. To address this gap, the Behavioral Reasoning Theory (BRT) was developed, enhancing the explanatory and predictive capacity of behavioral models.

This article pursues two primary objectives. First, it synthesizes the core concepts and developmental trajectory of BRT to highlight its strengths in explaining decision-making mechanisms and human behavior. Second, it critically analyzes the shortcomings and gaps in current research through three perspectives: (1) theory building, which requires the incorporation of new variables such as emotions, fear, and anticipated regret into the model; (2) methodological advancement, which should emphasize longitudinal designs and the application of advanced analytical techniques to capture the complexity of behavior; and (3) cross-cultural research, which remains limited, particularly in developing countries and collectivist societies in Asia, where reasoning mechanisms may differ from Western contexts. Moreover, the article outlines future research directions to expand the potential of BRT, including the standardization of measurement tools for reasons for and reasons against, the integration of macro-level factors such as culture, organizations, and public policy into the model, and the linkage of BRT with other theories such as the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT) to explain behaviors in the rapidly evolving digital and innovation-driven world.