Theory of planned behavior

Theory of Planned Behavior

The Theory of Planned Behavior (TPB) is a psychological theory that predicts deliberate behavior, because behavior can be deliberative and planned. TPB is a theory which predicts deliberate behavior, because behavior can be deliberative and planned. TPB is the successor of the similar Theory of Reasoned Action of Icek Ajzen and Martin Fishbein. The addition of perceived behavioral control is the key component to the theory of planned behavior.

Overview

The Theory of Planned Behavior originated from the Theory of Reasoned Action in 1985. The theory was intended to explain all behaviors over which people have the ability to exert self-control. The key component to this model is behavioral intent; behavioral intentions are influenced by the attitude about the likelihood that the behavior will have the expected outcome and the subjective evaluation of the risks and benefits of that outcome.

Components

The Theory of Planned Behavior organizes a series of beliefs which are:

• Behavioral beliefs: They produce a favorable or unfavorable attitude toward the behavior.
• Normative beliefs: They result in perceived social pressure or subjective norm.
• Control beliefs: They give rise to perceived behavioral control.

In combination, attitude toward the behavior, subjective norm, and perception of behavioral control lead to the formation of a behavioral intention.

Application

The Theory of Planned Behavior can be applied to various fields such as health, environment, advertising and marketing. It is used to predict and understand motivational influences on behavior that is not under complete volitional control.

Criticism

Despite its widespread use, the Theory of Planned Behavior has been criticized for its perceived limitations. Some researchers argue that the theory does not consider emotional or irrational behavior, and does not consider habit or past behavior.

See also

• Cognitive dissonance
• Social psychology
• Health Belief Model
• Self-efficacy

External links

• Diagram of the Theory of Planned Behavior

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