Theory of

Planned Behavior

By Kristina Kendrick

Icek Ajzen first came up with this theory as an extension of the theory of reasoned action.

This guy

The TPB is……the notion of the behavioral intention; a person’s intention of performing a given behavior is the best predictor of whether or not the person will actually perform the behavior. It is based on the premise that the best predictor of an actual behavior is the behavior a person actually intends to do.

There are

three models used in the theory

Attitude toward the specific act or behavior

The normative component, our belief about what valued others expect us to do

Perceived behavior control, which is the degree to which a person can control the behavior

This chart shows how the three

models relate and end up influencing

intentions and behaviors

TPB suggest that more favorable attitudes toward specific act, more favorable subjective norms, and greater perceived behavioral control strengthen the intention to perform the behavior.

This basically states that if there is a more favorable attitude towards as a behavior, it is accepted socially, and the person has more control over that specific behavior, they are more likely to perform that behavior. Such as joining in a cheer at a football game, even if you aren’t necessarily a huge fan or a loud person.

There can always be obstacles that keep

someone from performing a behavior. You

could “have the best intentions” to finish your

project two weeks in advance, but then you

have extra work hours, a birthday party, or

other things that prevent you from actually

dong that.

However…..

Who Uses it???

Mass Comm. Interpersonal You!

Marketers and Public Relations use this to predict marketing

strategies or how the public will react to changes in business.

And this matters because???

WHAT????

It has been highly influential in explaining attitude-intention-behavior relations.

This theory has been very effective in predicting health-related behaviors, such as smoking, exercise, safe sex, etc. Researchers have been able to predict how people will react to these things or change their lifestyle, which helps in finding ways to improve health.

However…..

Some critics have doubted the accuracy and sufficiency of the subjective norm component of the model.

There have also been arguments among critics that attitudes, subjective norms, and perceived behavior should interact with each other instead of functioning as three separate models.

Presenter’s choiceThe development of the TPB as an extension of

the Theory of Reasoned Action is a good example of new theories emerging from expanding existing theories and adding new information to the world of communication.