<P> According to Fishbein and Ajzen's, a behavioral intention measure will predict the performance of any voluntary act, unless intent changes prior to performance or unless the intention measure does not correspond to the behavioral criterion in terms of action, target, context, time - frame and / or specificity . The model of TRA has been challenged by studies determined to examine its limitation and inadequacy . </P> <P> The major problem of TRA is pointed out to be the ignorance of the connections between individuals, both the interpersonal and social relations in which they act, and the border social structures which govern social practice . Although TRA recognizes the importance of social norms, strategies are limited to a consideration of individual perceptions of these social phenomena . Individual's belief, attitudes and understandings are constituted activity, therefore the distinction of the two factors is ambiguous . Furthermore, social change may be generational rather than the sum of individual change . TRA fails to capture the social processes of change and the social nature of the change itself: a model in which people collectively appropriate and construct new meanings and practice . </P> <P> Additionally, the extent of past behavior also tend to reduce the impact of intention on behavior as the habit increases . Gradually, the performance of the behavior become less of a rational, initiative behavior and more of a learned response . In addition, intention appears to have a direct effect on behavior in the short term only . Besides, the analysis of the conceptual basis also raises concerns . It is criticized that the model does not enable the generation of hypothesis because of their ambiguity . The model focuses on analytic truth rather than synthetic one, therefore the conclusions resulting from those applications are often true by definition rather than by observation which makes the model unfalsifiable . The strengths of attitudes toward a behavior (social / personal) and subjective norms also vary cross-culturally while the process by which the behavior engaged remains the same . Under different culture, people consider variously what other people think about their behavior, therefore the weight put on the corresponding variables vary as well . A closer examination of the cross-cultural communication process will benefit and complete the understanding of theory of reasoned action . </P>

As a part of the theory of reasoned action the term subjective norms refers to