This value system is internalized independently from Fishbein and Ajzen's subjective norms. Furthermore, social change may be generational rather than the sum of individual change. TRA fails to capture and oversimplifies 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. Additionally, the habituation of past behavior also tends to reduce the impact that intention has 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. An example of this is shown in a cross-cultural study on fast food choices, where people from Western cultures were found to be more influenced by their prior choice of restaurant than people from Eastern cultures. This would suggest that people from different cultures weight subjective norms and existing attitudes differently. A closer examination of the cross-cultural communication process will benefit and complete the understanding of TRA. Future directions According to Jaccard James, three directions are waiting for further research in TRA. The first one is per-individual level. The second area is a split-second situations, namely, instant decision-making. The third one is multioption contexts. In other words, how people perform when facing multiple alternatives should be stressed in the future study. See also Behavioural change theories (overview article) Reasoned action approach (the last revision of the theory) Technology acceptance model Theory of planned behavior The other two classic models of persuasion: 1) Cognitive dissonance 2) Social judgment theory References Psychological theories