Psychology
Theory of Planned Behaviour
The Theory of Planned Behaviour is a psychological model that predicts human behavior based on an individual's intentions. It suggests that behavioral intentions are influenced by attitudes, subjective norms, and perceived behavioral control. According to this theory, people are more likely to engage in a behavior if they have a positive attitude towards it, perceive social pressure to do it, and believe they have the ability to perform it.
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11 Key excerpts on "Theory of Planned Behaviour"
eBook - PDFInternational Marketing
Emerging Markets
- Shaoming Zou, Huifen Fu, Shaoming Zou(Authors)
- 2011(Publication Date)
- Emerald Group Publishing Limited(Publisher)
TPB extends the Theory of Reasoned Action (TRA) by adding perceived behavioural control (PBC) as a third determinant ( Fishbein & Ajzen, 1975 ; Ajzen & Fishbein, 1980 ; Hrubes, Ajzen, & Daigle, 2001 ). According to Application of the Planned Behaviour Theory 231 Ajzen and Driver (1992) , TPB demonstrates that when volitional control is more problematic, the addition of PBC significantly improves the prediction of intentions as well as the prediction of behavioural achievement. Internal and external factors in real life might constrain someone to perform the intended behaviours. For example, the degree of successfully achieving that particular behaviour will depend not only on the person’s desire or inten-tion but also on non-motivational factors such as the requirement of opportunities and resources, including time, money, skill and the coopera-tion of others ( Ajzen & Driver, 1992 ; Armitage & Conner, 2001 ). Alcalay and Bell (2000) and Cherry (2006) suggest that TPB provides a better framework than TRA in understanding people’s actions and explaining certain specific behaviours. A structural model of the TPB is introduced by Ajzen (1991) . In this model, attitude towards behaviour, subjective norms and PBC are the determinants of behavioural intention, and behavioural intention is influence on actually behaviour. Attitude towards behaviour refers to the individual’s positive or negative evaluation of behaving that way; it is produced by behavioural beliefs about the likely consequences. Subjective norms are defined as the perceived social pressures to perform or not to perform a specific behaviour, as determined by normative beliefs about the normative expectations of others ( Hrubes et al., 2001 ). PBC can be used to predict the probability of a successful behavioural attempt when the extent of resources and opportunity become realistic ( Ajzen, 1985 ).
eBook - ePubConstructive Discontent in Execution
Creative Approaches to Technology and Management
- Sanjeev Bansal, Anita Venaik, Swati Upveja, Saritha S., Sanjeev Bansal, Anita Venaik, Swati Upveja, Saritha S.(Authors)
- 2023(Publication Date)
- Apple Academic Press(Publisher)
Ajzen (1991 ). The PBC as a new component can equally impact intention, just as the attitudinal and normative elements. It is the addition of the third component—PBC—that transformed the TRA into what Ajzen described as TPB.Figure 13.1 Conceptual model (extended model of TPB).Source: Adapted from Ajzen, 1991 .Theory of planned behavior adopts that performing any particular action is a function of the individual’s views about the expected outcomes of the action, which Ajzen referred to as behavioral beliefs, beliefs about what others normatively expect, which he referred to as the normative beliefs, and person’s understandings about the existence of issues, which could ease or hamper the execution of the action, also called control beliefs. These factors collectively, create the intent toward the action (Ajzen, 2012).A person’s attitude concerning conduct reflects the level to which the person favors or disfavors the conduct. Subjective norm indicates the person’s opinion of societal expectation regarding the execution or non-execution of a given behavior, and perceived behavioral control indicates the party’s judgment of his/her capability and other issues, which could simplify or obstruct the action (Ajzen, 1991 ). In other words, the PBC reflects beliefs concerning the availability or non-availability of both internal and external resources required for the execution of a given activity.Scholars in behavioral sciences, especially in the field of social psychology and marketing, have recorded a huge success in adapting the TPB to understanding the intention to behave in certain ways, particularly in such practical situations as career choices (Kim and Hunter 1993). The TPB has become the most dominant and widespread model used in predicting people’s behavior, particularly the intent to involve in actions. It has been well validated in social psychology and increasingly endorsed as a robust research model for practically all planned and/or intentional behaviors in different context (Ajzen, 2001; Kolvereid, 1996
eBook - PDF- Jill Dorrian, Einar Thorsteinsson, Mirella Di Benedetto, Katrina Lane-Krebs, Melissa Day, Amanda Hutchinson, Kerry Sherman(Authors)
- 2017(Publication Date)
- Cambridge University Press(Publisher)
54 Health Psychology in Australia 54 The Theory of Planned Behaviour (TPB) The TPB was developed by Icek Ajzen in the 1980s. It should be noted that the TPB is a modification and update to the theory of reasoned action model. The TPB, like the HBM and the TTM, was developed to predict behaviour, as the final stage of these theories show. There are several components to the TPB (see Figure 3.3 ): behavioural attitudes and beliefs, subjective norms and beliefs about norms, control beliefs and perceived beliefs about behavioural control, intention, actual behavioural control, and, finally, the behaviour outcome. If you were planning to take up a more active lifestyle (e.g. bushwalking, walking, standing more while working, gardening, or riding your bicycle to work), then the health behaviour you are aiming at is the outcome of the TPB. The part of the model called behavioural beliefs captures your expectations about an active lifestyle and what benefits it may have for you. Your attitudes towards an active lifestyle are hopefully positive, thus increasing your likelihood of engaging in such a lifestyle. Increasing physical activity in daily life will be made easier if normative beliefs support an active lifestyle. That is, whether significant others and society in general is supportive of an active lifestyle. If your friends tend to live inactive lives, then your normative beliefs may hinder an active lifestyle. If you have friends who live inactive lives and consider physical activity a bore, then this will affect your personal or subjective norm , reducing your chances of taking up a more active lifestyle. Control beliefs capture your self-efficacy in relation to an active lifestyle while your perceived behavioural control captures how easy you think it will be to incorporate more activity into your life; again this is tapping into your self-efficacy.
eBook - PDF- Phyllis Jones, Scot Danforth, Chris Forlin(Authors)
- 2015(Publication Date)
- Emerald Group Publishing Limited(Publisher)
A number of researchers recommended that predictability of behaviour could be improved if attitude questions specifically targeted the behaviour ( Kelman, 1974 ). It can be said that these were steps in right direction. However, what was missing at the time was a sound theoretical framework that could explain how attitudes influence behaviour. The TPB addressed some of the drawbacks of the past research on atti-tudes and provided a strong foundation for explaining human actions ( Ajzen, 1988 ). His TPB explains how attitude and behaviour are related. The theory also explained how the predictability of the observable beha-viour could be improved based on a better understanding of attitudes. The TPB is depicted in Fig. 1 . There are four key components (attitudes, subjective norm, perceived behavioural control and intentions) of the theory. The most critical com-ponent that relates closely to actual behaviour is intentions. Intentions are motivational factors to perform the behaviour. According to the TPB, our behaviours or actions are influenced by three factors: how favourably we evaluate the behaviour (our attitudes); perceived social pressure to either perform or not to perform the behaviour; and our per-ceived ability to perform the behaviour (perceived behaviour control). It is critical to note that social pressure on an individual could vary from one context to another. In the case of a schoolteacher, social pressure 117 Do Attitudes Predict Behaviour À An (Un)solved Mystery? could come from significant others in the school and may include school principals, teaching colleagues, members of the school administration board and parents. In case of a student, significant others could be mem-bers of his or her class, his or her teachers and the school principal.
eBook - PDF- Martin S. Hagger, Linda D. Cameron, Kyra Hamilton, Nelli Hankonen, Taru Lintunen(Authors)
- 2020(Publication Date)
- Cambridge University Press(Publisher)
As they get ready to leave, they may proceed without Behavioral beliefs Normative beliefs Control beliefs Perceived behavioral control Actual behavioral control Subjective norm Attitude toward the behavior Intention Behavior Figure 2.1 Theory of planned behavior Changing Behavior Using the Theory of Planned Behavior 19 forming a conscious intention to drive their cars to work. However, if asked, they could easily retrieve and report their (implicit) intention. 2.2.3 Determinants of Intentions Consistent with the notion of reasoned action, people’ s behavioral intentions are assumed to be guided by some measure of deliberation, where novel behaviors and important decisions receive more thorough contemplation than relatively less important or routine behaviors (Ajzen & Sexton, 1999). According to the TPB, three kinds of con- siderations guide the formation of intentions: beliefs about the likely consequences and experi- ences resulting from performance of the behavior (behavioral beliefs), which, in their aggregate, result in the formation of an attitude toward the behavior; beliefs about the expectations and behaviors of significant social referents (norma- tive beliefs), which produce perceived social pressure to engage or not to engage in the beha- vior, or subjective norm; and beliefs about factors that may facilitate or impede performance of the behavior (control beliefs), which result in per- ceived behavioral control or a sense of self- efficacy (Bandura, 1997). It is assumed that the behavioral, normative, and control beliefs that are readily accessible in memory are the prevailing determinants, respectively, of attitude, subjective norm, and perceived behavioral control and that these latter variables influence the behavioral intention (see Figure 2.1). These processes are described in greater detail in Section 2.2.4, which deals with the structural model.
eBook - PDF- Gün R Semin, Klaus Fiedler, Gün R Semin, Klaus Fiedler(Authors)
- 1996(Publication Date)
- SAGE Publications Ltd(Publisher)
Ajzen (1991) has recommended that such indirect measures should include assessments of Attitude to behaviour Subjective norm Perceived behavioural control Attitudes and Behaviour Figure 1 .3 The Theory of Planned Behaviour (after Ajzen, 1 988) 23 Behaviour how much a factor could inhibit or facilitate performance of the behaviour, weighted by the frequency with which such factors are encountered. This approach takes account both of the extent to which a caregiver thinks that a factor such as the availability of sugar-free snacks facilitates the restriction of a child's sugar intake between meals, and of the frequency with which she feels she is able to offer the child sugar-free snacks. Ajzen's Theory of Planned Behaviour is shown in Figure 1.3. The new construct, perceived behavioural control, is represented as jointly determining intentions (together with attitudes to behaviour and subjective norms) and also as jointly determining behaviour (together with intentions). Let us con-sider each of these relationsh ips in turn. The joint determination of intentions is quite straightforward: the basic idea is that when individuals form inten-tions, they take into account how much control they have over the behaviour in question. Put concretely, we do not normally form intentions to do things (for example conduct a symphony orchestra, walk on the moon, score the winning goal in the cup final) unless we think there is some chance of converting our hopes and dreams into actions, irrespective of how positively we evaluate the behaviour and how much our friends and family would like us to perform the behaviour; hence the influence of perceived behavioural control on intentions. Turning now to the role played by perceived behavioural control in co-determining behaviour (together with intention), we can understand this relationship in two ways.
eBook - ePubThe Scope of Social Psychology
Theory and Applications (A Festschrift for Wolfgang Stroebe)
- Miles Hewstone, Henk Schut, Miles Hewstone, Henk Schut, John de Wit, Kees Van Den Bos, Margaret Stroebe, Miles Hewstone, Henk Schut, John de Wit, Kees Van Den Bos, Margaret Stroebe(Authors)
- 2007(Publication Date)
- Psychology Press(Publisher)
This is revealed in the important role accorded to intentions and to beliefs as the fundamental determinants of intentions and behaviour. Behavioural, normative, and control beliefs represent the information people have about a behaviour, and it is ultimately on the basis of this information that they are said to make their decisions. This aspect of the Theory of Planned Behaviour and of its predecessor, the theory of reasoned action (Ajzen & Fishbein, 1980), has been a matter of debate almost since the theory’s inception (see, e.g., Bagozzi, 1981; Bentler & Speckart, 1979; Fredricks & Dossett, 1983); and it has continued to occupy investigators (e.g., Aarts, Verplanken, & van Knippenberg, 1998; Ouellette & Wood, 1998). A common element of these critiques has to do with the role of prior behaviour as an antecedent of later behaviour. Specifically, the assumption is usually made that repeated performance of a behaviour results in the establishment of a habit ; and that behaviour at a later time occurs at least in part habitually, without the mediation of beliefs, attitudes, or intentions. Once a habit has been established, initiation of the behaviour is said to come under the direct control of external or internal stimulus cues. In the presence of these discriminative stimuli, the behaviour is assumed to be automatically activated (see Bargh & Chartrand, 1999; Bargh, Gollwitzer, Lee-Chai, Barndollar, & Troetschel, 2001; Ouellette & Wood, 1998). Bentler and Speckart (1979) submitted aspects of this analysis to an empirical test. Using structural equation techniques, they showed that a model with a direct path from prior behaviour to later behaviour provided a significantly better fit to the data than did the theory of reasoned action in which the effects of prior behaviour are mediated by attitudes, subjective norms, and intentions
- Kathleen Bauer, Doreen Liou, Carol Sokolik, , Kathleen Bauer, Kathleen Bauer, Doreen Liou(Authors)
- 2020(Publication Date)
- Cengage Learning EMEA(Publisher)
6. Evaluate the three components affecting behavioral intention (attitude, subjective norm, and perceived behavioral control) for your intended behavior change. Choose one of the three that is the most influential and explain why. Intention: Indicate your level of intention (motivation) to change the behavior in the upcoming week. Very unlikely Unlikely Unsure Likely Very likely Attitude: What is your attitude toward the behavior change? Extreme dislike Dislike Neutral Enjoyable Very enjoyable Attitude: What do you feel about the outcomes of the new behavior? Extreme dislike Dislike Neutral Enjoyable Very enjoyable Normative Beliefs: Do significant others think you should change the behavior? Highly unlikely Unlikely Unsure Likely Highly likely Motivation to Comply: How likely are you to comply with significant others’ opinions? Highly unlikely Unlikely Unsure Likely Highly likely Perceived Behavioral Control: What is your overall perception of control over the behavior? Totally not under my control Not under my control Unsure Under my control Totally under my control Exercise 2.4 Evaluation of a Desired Behavior Change Using the Theory of Planned Behavior Copyright 2021 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s). Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. 26 Chapter 2 Frameworks for Understanding and Attaining Behavior Change 2.7 Social Cognitive Theory The Social Cognitive Theory (SCT), 2 formerly known as the Social Learning Theory, provides a basis for under- standing and predicting behavior, explaining the process of learning, and designing behavior change interventions.
eBook - ePub- Mirilia Bonnes, Terence Lee(Authors)
- 2017(Publication Date)
- Routledge(Publisher)
The prediction of behavioral categories versus behavioral indexes. As may have become clear by now, the TPB can be applied to investigate behaviors with different degrees of specificity provided that the correspondence criterion is met. But what if you want to know if an individual intends to change his life style in a more proenvironmental direction? The problem is that proenvironmental behavior is an extremely broad and ill-defined behavioral category. The best solution in this case is to develop a list of single acts that together can be considered to adequately represent proenvironmental behavior and that can be assessed reliably by means of observations or self reports. Then phrase each of these acts as a behavioral intention and as behavior, and collect the data separated by a time interval that is relevant for the research question. The index composed of behavioral intentions will be the predictor of the category proenvironmental life style, the index composed of single proenvironmental acts is the criterion variable. Sejwacz, Ajzen and Fishbein (1980) compared the results of a similar procedure with a direct measure of the intention to engage in a behavioral category, in their case dieting, and find that the intentions based on the behavioral index are far superior as predictors, compared to a direct question of intending to diet. A drawback of this procedure is that it is feasible with respect to predicting behavior, but is very often nearly impossible to obtain a good understanding of the behavior, as that requires the measurement of all elements of the model for each behavior. In case of a behavioral category that is more than a little elaborate, i.e., surpassing three or four single behaviors, a questionnaire that aims to collect the relevant data would become unacceptably long. The category of pro-environmental behavior is probably the example par excellence to substantiate that argument.Strengths and Weaknesses of the Theory of Planned Behavior
Manstead and van der Pligt (1998) mention that up to 1993 more than 250 empirical investigations have been published that are explicitly based on the TRA or TPB and this number is still increasing. It is probably due to this great strength of the TPB, its capacity to generate research based on the theory and inspire other researchers to validate and refine the theory, that so much is known about its strengths and weaknesses. Here we present some of these findings.Strengths
Without trying to be exhaustive we will discuss three issues that have not been explicitly addressed earlier in this chapter: (1) the clear distinctions between cognition, affect and behavioral tendencies, (2) the elaborate measurement model, (3) the capacity of the TPB to generate information on which interventions can be based.Clear conceptual distinctions.
eBook - ePubMedia Choice
A Theoretical and Empirical Overview
- Tilo Hartmann(Author)
- 2009(Publication Date)
- Routledge(Publisher)
“expectancy-value estimations,” Eccles & Wigfield, 2002, p. 118; Marewski et al., this volume; Wolling, this volume; methodologically addressed as “indirect measures”). People’s attitude Figure 3.1 The theories of reasoned action and planned behavior (Ajzen & Fishbein, 2005, p. 194). towards a behavior is a function of how likely they deem different outcomes associated with the behavior, and how desirable they find these outcomes (behavioral beliefs): people develop a favorable attitude towards the behavior if they perceive the outcomes to be both highly likely and desirable. People’s subjective norms build on their beliefs about the normative expectations of relevant others and the motivation to comply with these expectations (normative beliefs). Subjective norms have a positive influence on behavior if people think that relevant others (friends, parents, classmates, etc.) appreciate the behavior or even pursue it themselves, and if people are at the same time willing to comply to their social surrounding. It is commonly the case that behavior not only depends on people’s will, but also on favorable external circumstances. The last of the three determinants outlined above, perceived behavioral control, therefore builds on the factors that people think may facilitate or impede the behavior, as well as the presumed power of these factors (control beliefs). Following TOPB, behavioral control is high if people consider it possible for them to carry out the behavior (cf. “self-efficacy,” Bandura, 1997); that is, behavioral control is high if people think the expected circumstances will ease the behavior and/ or if people believe they are capable of overcoming circumstances that they expect to impede the behavior. A person may believe, for example, that playing a multiplayer video game ultimately depends on the circumstance that another player is available
eBook - ePubPolitical Economy of the Environment
An Interdisciplinary Approach
- Simon Dietz, Jonathan Michie, Christine Oughton(Authors)
- 2011(Publication Date)
- Taylor & Francis(Publisher)
In rational-man theory, people are expected to rationally make the ‘best’ choices given their preferences, independent of how these choices are presented. Therefore more information and choice are always considered good. Using this theory, policy makers should ensure that people always have as much information and as many things to choose between as possible, and the process of introducing policy is irrelevant. However, ideas from behavioural economics indicate this is not the right approach.We know from experimental economics (see examples below) that more choice and more information can be overwhelming and lead to a feeling of helplessness or reduced self-efficacy. Bandura (1977b), a psychologist, published a theory on how self-efficacy or ‘people’s judgments of their capabilities to organize and execute courses of action required to attain designated types of performances’ affects our behaviour. He argues it affects the choices we make, how much effort we put into what we do, how long we persist in a task before giving up and how we feel. Psychologists Ajzen and Madden (1986) have developed a model using this idea called the Theory of Planned Behaviour. This is basically similar to the Theory of Reasoned Action (Fishbein and Ajzen 1975) but it includes a parameter of ‘perceived behavioural control’ which is a measure of self-efficacy. This model has greater predictive capabilities than the Theory of Reasoned Action.Kaplan (2000), a psychologist, has proposed a participatory approach to problem-solving. He suggests that telling people what to do is demotivating (reducing self-efficacy), is likely to encounter resistance and ignores the possibility that the local knowledge people have may yield better solutions to a problem. Instead, providing people with ‘opportunities for understanding, exploration and participation’ engages ‘powerful motivations’ for ‘competence, being needed, making a difference, and forging a better life’. In summary, people’s self-efficacy increases and they are motivated towards implementing the solutions – i.e. changing their behaviour in a desired way.
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