4/10/2017 TheoryofplannedbehaviorWikipedia

Theoryofplannedbehavior
FromWikipedia,thefreeencyclopedia

Inpsychology,thetheoryofplannedbehavior(abbreviatedTPB)isatheorythatlinksbeliefsandbehavior.
TheconceptwasproposedbyIcekAjzentoimproveonthepredictivepowerofthetheoryofreasonedaction
byincludingperceivedbehaviouralcontrol.[1]Itisatheoryexplaininghumanbehaviour.Ithasbeenappliedto
studiesoftherelationsamongbeliefs,attitudes,behavioralintentionsandbehaviorsinvariousfieldssuchas
advertising,publicrelations,advertisingcampaignsandhealthcare.

Thetheorystatesthatattitudetowardbehavior,subjectivenorms,andperceivedbehavioralcontrol,together
shapeanindividual'sbehavioralintentionsandbehaviors.

Contents
1 History
1.1 Extensionfromthetheoryofreasonedaction
1.2 Extensionofselfefficacy
2 Conceptsofkeyvariables
2.1 Normativebeliefsandsubjectivenorms Thetheoryofplannedbehavior.
2.2 Controlbeliefsandperceivedbehavioralcontrol
2.3 Behavioralintentionandbehavior
2.4 Conceptual/operationalcomparison
3 Model
4 Formula
5 Evaluationofthetheory
5.1 Strengths
5.2 Limitations
6 Applicationsofthetheory
7 Seealso
8 References
9 Externallinks

History
Extensionfromthetheoryofreasonedaction

ThetheoryofplannedbehaviorwasproposedbyIcekAjzenin1985throughhisarticle"Fromintentionsto
actions:Atheoryofplannedbehavior."[2]Thetheorywasdevelopedfromthetheoryofreasonedaction,which
wasproposedbyMartinFishbeintogetherwithIcekAjzenin1980.Thetheoryofreasonedactionwasinturn
groundedinvarioustheoriesofattitudesuchaslearningtheories,expectancyvaluetheories,consistency
theories(suchasHeider'sbalancetheory,OsgoodandTannenbaum'scongruitytheory,andFestinger's
dissonancetheory)andattributiontheory.[3]Accordingtothetheoryofreasonedaction,ifpeopleevaluatethe
suggestedbehavioraspositive(attitude),andiftheythinktheirsignificantotherswantthemtoperformthe
behavior(subjectivenorm),thisresultsinahigherintention(motivations)andtheyaremorelikelytodoso.A
highcorrelationofattitudesandsubjectivenormstobehavioralintention,andsubsequentlytobehavior,has
beenconfirmedinmanystudies.[4]

Acounterargumentagainstthehighrelationshipbetweenbehavioralintentionandactualbehaviorhasalso
beenproposed,astheresultsofsomestudiesshowthat,[5]becauseofcircumstantiallimitations,behavioral
intentiondoesnotalwaysleadtoactualbehavior.Namely,sincebehavioralintentioncannotbetheexclusive
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determinantofbehaviorwhereanindividual'scontroloverthebehaviorisincomplete,Ajzenintroducedthe
theoryofplannedbehaviorbyaddinganewcomponent,"perceivedbehavioralcontrol".Bythis,heextended
thetheoryofreasonedactiontocovernonvolitionalbehaviorsforpredictingbehavioralintentionandactual
behavior.

Themostrecentadditionofathirdfactor,perceivedbehavioralcontrol,referstothedegreetowhichaperson
believesthattheycontrolanygivenbehavior(classnotes).Thetheoryofplannedbehaviorsuggeststhatpeople
aremuchmorelikelytointendtoenactcertainbehaviorswhentheyfeelthattheycanenactthemsuccessfully.
Increasedperceivedbehavioralcontrolisamixoftwodimensions:selfefficacyandcontrollability(170).Self
efficacyreferstothelevelofdifficultythatisrequiredtoperformthebehavior,orone'sbeliefintheirown
abilitytosucceedinperformingthebehavior.Controllabilityreferstotheoutsidefactors,andone'sbeliefthat
theypersonallyhavecontrolovertheperformanceofthebehavior,orifitiscontrolledbyexternally,
uncontrollablefactors.Ifapersonhashighperceivedbehavioralcontrol,thentheyhaveanincreased
confidencethattheyarecapableofperformingthespecificbehaviorsuccessfully.

ThetheoryhassincebeenimprovedandrenamedthereasonedactionapproachbyAzjenandhiscolleague
MartinFishbein.

Extensionofselfefficacy

Inadditiontoattitudesandsubjectivenorms(whichmakethetheoryofreasonedaction),thetheoryofplanned
behavioraddstheconceptofperceivedbehavioralcontrol,whichoriginatesfromselfefficacytheory(SET).
SelfefficacywasproposedbyBandurain1977,[6]whichcamefromsocialcognitivetheory.Accordingto
Bandura,expectationssuchasmotivation,performance,andfeelingsoffrustrationassociatedwithrepeated
failuresdetermineeffectandbehavioralreactions.Banduraseparatedexpectationsintotwodistincttypes:self
efficacyandoutcomeexpectancy.[7]Hedefinedselfefficacyastheconvictionthatonecansuccessfully
executethebehaviorrequiredtoproducetheoutcomes.Theoutcomeexpectancyreferstoaperson'sestimation
thatagivenbehaviorwillleadtocertainoutcomes.Hestatesthatselfefficacyisthemostimportant
preconditionforbehavioralchange,sinceitdeterminestheinitiationofcopingbehavior.Previous
investigationshaveshownthatpeoples'behaviorisstronglyinfluencedbytheirconfidenceintheirabilityto
performthatbehavior.[8]Astheselfefficacytheorycontributestoexplainingvariousrelationshipsbetween
beliefs,attitudes,intentions,andbehavior,theSEThasbeenwidelyappliedtohealthrelatedfieldssuchas
physicalactivityandmentalhealthinpreadolescents,[9]andexercise.[10][11][12]

Conceptsofkeyvariables
Normativebeliefsandsubjectivenorms

Normativebelief:anindividual'sperceptionofsocialnormativepressures,orrelevantothers'beliefsthat
heorsheshouldorshouldnotperformsuchbehavior.
Subjectivenorm:anindividual'sperceptionabouttheparticularbehavior,whichisinfluencedbythe
judgmentofsignificantothers(e.g.,parents,spouse,friends,teachers).[13]

Controlbeliefsandperceivedbehavioralcontrol
Controlbeliefs:anindividual'sbeliefsaboutthepresenceoffactorsthatmayfacilitateorhinder
performanceofthebehavior.[14]Theconceptofperceivedbehavioralcontrolisconceptuallyrelatedto
selfefficacy.
Perceivedbehavioralcontrol:anindividual'sperceivedeaseordifficultyofperformingtheparticular
behavior.[1]Itisassumedthatperceivedbehavioralcontrolisdeterminedbythetotalsetofaccessible
controlbeliefs.

Behavioralintentionandbehavior
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Behavioralintention:anindicationofanindividual'sreadinesstoperformagivenbehavior.Itis
assumedtobeanimmediateantecedentofbehavior.[15]Itisbasedonattitudetowardthebehavior,
subjectivenorm,andperceivedbehavioralcontrol,witheachpredictorweightedforitsimportancein
relationtothebehaviorandpopulationofinterest.
Behavior:anindividual'sobservableresponseinagivensituationwithrespecttoagiventarget.Ajzen
saidabehaviorisafunctionofcompatibleintentionsandperceptionsofbehavioralcontrolinthat
perceivedbehavioralcontrolisexpectedtomoderatetheeffectofintentiononbehavior,suchthata
favorableintentionproducesthebehavioronlywhenperceivedbehavioralcontrolisstrong.

Conceptual/operationalcomparison

Perceivedbehavioralcontrolvs.selfefficacy

AsAjzen(1991)statedinthetheoryofplannedbehavior,knowledgeoftheroleofperceivedbehavioralcontrol
camefromBandura'sconceptofselfefficacy.Morerecently,FishbeinandCappellastated[16]thatselfefficacy
isthesameasperceivedbehavioralcontrolinhisintegrativemodel,whichisalsomeasuredbyitemsofself
efficacyinapreviousstudy.[17]

Inpreviousstudies,theconstructionandthenumberofiteminventoryofperceivedbehavioralcontrolhave
dependedoneachparticularhealthtopic.Forexample,forsmokingtopics,itisusuallymeasuredbyitemssuch
as"Idon'tthinkIamaddictedbecauseIcanreallyjustnotsmokeandnotcraveforit,"and"Itwouldbereally
easyformetoquit."

TheconceptofselfefficacyisrootedinBandura'ssocialcognitivetheory.[18]Itreferstotheconvictionthatone
cansuccessfullyexecutethebehaviorrequiredtoproducetheoutcome.Theconceptofselfefficacyisusedas
perceivedbehavioralcontrol,whichmeanstheperceptionoftheeaseordifficultyoftheparticularbehavior.It
islinkedtocontrolbeliefs,whichreferstobeliefsaboutthepresenceoffactorsthatmayfacilitateorimpede
performanceofthebehavior.

Itisusuallymeasuredwithitemswhichbeginswiththestem,"IamsureIcan...(e.g.,exercise,quitsmoking,
etc.)"throughaselfreportinstrumentintheirquestionnaires.Namely,ittriestomeasuretheconfidencetoward
theprobability,feasibility,orlikelihoodofexecutinggivenbehavior.

Attitudetowardbehaviorvs.outcomeexpectancy

Thetheoryofplannedbehaviorspecifiesthenatureofrelationshipsbetweenbeliefsandattitudes.Accordingto
thesemodels,people'sevaluationsof,orattitudestowardbehavioraredeterminedbytheiraccessiblebeliefs
aboutthebehavior,whereabeliefisdefinedasthesubjectiveprobabilitythatthebehaviorwillproducea
certainoutcome.Specifically,theevaluationofeachoutcomecontributestotheattitudeindirectproportionto
theperson'ssubjectivepossibilitythatthebehaviorproducestheoutcomeinquestion.[19]

Outcomeexpectancywasoriginatedfromtheexpectancyvaluemodel.Itisavariablelinkingbelief,attitude,
opinionandexpectation.Thetheoryofplannedbehavior'spositiveevaluationofselfperformanceofthe
particularbehaviorissimilartotheconcepttoperceivedbenefits,whichreferstobeliefsregardingthe
effectivenessoftheproposedpreventivebehaviorinreducingthevulnerabilitytothenegativeoutcomes,
whereastheirnegativeevaluationofselfperformanceissimilartoperceivedbarriers,whichrefersto
evaluationofpotentialnegativeconsequencesthatmightresultfromtheenactmentoftheespousedhealth
behavior.

Socialinfluence

Theconceptofsocialinfluencehasbeenassessedbysocialnormandnormativebeliefinboththetheoryof
reasonedactionandtheoryofplannedbehavior.Individuals'elaborativethoughtsonsubjectivenormsare
perceptionsonwhethertheyareexpectedbytheirfriends,familyandthesocietytoperformtherecommended
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behavior.Socialinfluenceismeasuredbyevaluationofvarioussocialgroups.Forexample,inthecaseof
smoking:

1.Subjectivenormsfromthepeergroupincludethoughtssuchas,"Mostofmyfriendssmoke,"or"Ifeel
ashamedofsmokinginfrontofagroupoffriendswhodon'tsmoke"
2.Subjectivenormsfromthefamilyincludethoughtssuchas,"Allofmyfamilysmokes,anditseems
naturaltostartsmoking,"or"MyparentswerereallymadatmewhenIstartedsmoking"and
3.Subjectivenormsfromsocietyorcultureincludethoughtssuchas,"Everyoneisagainstsmoking,"and
"Wejustassumeeveryoneisanonsmoker."

Whilemostmodelsareconceptualizedwithinindividualcognitivespace,thetheoryofplannedbehavior
considerssocialinfluencesuchassocialnormandnormativebelief,basedoncollectivisticculturerelated
variables.Giventhatanindividual'sbehavior(e.g.,healthrelateddecisionmakingsuchasdiet,condomuse,
quittingsmokinganddrinking,etc.)mightverywellbelocatedinanddependentonthesocialnetworksand
organization(e.g.,peergroup,family,schoolandworkplace),socialinfluencehasbeenawelcomedaddition.

Model
Humanbehaviorisguidedbythreekindsofconsideration,"behavioralbeliefs,""normativebeliefs,"and
"controlbeliefs."Intheirrespectiveaggregates,"behavioralbeliefs"produceafavorableorunfavorable
"attitudetowardthebehavior""normativebeliefs"resultin"subjectivenorm"and"controlbeliefs"givesrise
to"perceivedbehavioralcontrol."

Incombination,"attitudetowardthebehavior,""subjectivenorm,"and"perceivedbehavioralcontrol"leadto
theformationofa"behavioralintention".[15]Inparticular,"perceivedbehavioralcontrol"ispresumedtonot
onlyaffectactualbehaviordirectly,butalsoaffectitindirectlythroughbehavioralintention.[20]

Asageneralrule,themorefavorabletheattitudetowardbehaviorandsubjectivenorm,andthegreaterthe
perceivedbehavioralcontrol,thestrongertheperson'sintentiontoperformthebehaviorinquestionshouldbe.
Finally,givenasufficientdegreeofactualcontroloverthebehavior,peopleareexpectedtocarryouttheir
intentionswhentheopportunityarises.[15]

Formula
Initssimplestform,thetheoryofplannedbehaviorcanbeexpressedasthefollowingmathematicalfunction:

BI=(W_1)AB[=(b)(e)]+(W_2)SN[=(n)(m)]+(W_3)PBC[=(c)(p)]

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BI:Behavioralintention

AB:Attitudetowardbehavior

(b):thestrengthofeachbeliefconcerninganoutcomeorattribute

(e):theevaluationoftheoutcomeorattribute

SN:Subjectivenorms

(n):thestrengthofeachnormativebeliefofeachreferent

(m):themotivationtocomplywiththereferent

PBC:PerceivedBehavioralControl

(c):thestrengthofeachcontrolbelief

(p):theperceivedpowerofthecontrolfactor

W':empiricallyderivedweight/coefficient

Totheextentthatitisanaccuratereflectionofactualbehavioralcontrol,perceivedbehavioralcontrolcan,
togetherwithintention,beusedtopredictbehavior.

Evaluationofthetheory
Strengths

Thetheoryofplannedbehaviorcancoverpeople'snonvolitionalbehaviorwhichcannotbeexplainedbythe
theoryofreasonedaction.

Anindividual'sbehavioralintentioncannotbetheexclusivedeterminantofbehaviorwhereanindividual's
controloverthebehaviorisincomplete.Byadding"perceivedbehavioralcontrol,"thetheoryofplanned
behaviorcanexplaintherelationshipbetweenbehavioralintentionandactualbehavior.

SeveralstudiesfoundthattheTPBwouldhelpbetterpredicthealthrelatedbehavioralintentionthanthetheory
ofreasonedaction.[21]TheTPBhasimprovedthepredictabilityofintentioninvarioushealthrelatedfields
suchascondomuse,leisure,exercise,diet,etc.

Inaddition,thetheoryofplannedbehavioraswellasthetheoryofreasonedactioncanexplaintheindividual's
socialbehaviorbyconsidering"socialnorm"asanimportantvariable.

Limitations

Somescholarsclaimthatthetheoryofplannedbehaviorisbasedoncognitiveprocessingandhavecriticised
thetheoryonthosegrounds.However,thereisnothinginthetheorythatstatesthatattitudesareformed
consciouslyorthatevaluationofbeliefs,forexampleisnotinfluencedbyemotion.Thetheorysaysnothing
aboutwherebeliefsandtheirevaluationscomefrom,henceclaimsthatitexcludesemotionarewithout
foundationinfact.Nevertheless,criticscontinuetomaketheseunfoundedcomplaints.

Clearly,manybehaviorsmaybelargelyinfluencedbyemotion.However,thisisnotnecessarilyadrawbackfor
predictingthesebehaviors,contrarytosomecomplaints.[22]Strongemotionsarerelevanttothismodelbecause
theycaninfluencebeliefsandotherconstructsinthismodel.Poorpredictabilityforhealthrelatedbehaviorin

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previoushealthresearchmaybeattributedtopoorapplicationofthemodel,associatedmethodsandmeasures.
Mostoftheresearchiscorrelational,andmoreevidencebasedonexperimentalstudiesiswelcomealthough
experiments,bynature,lackexternalvaliditybecausetheyprioritizeinternalvalidity.[23]

Applicationsofthetheory
Sofar,thetheoryofplannedbehaviorhasmorethan1200researchbibliographiesinacademicdatabasessuch
asCommunication&MassMediaComplete,AcademicSearchPremier,PsycARTICLES,BusinessSource
Premier,PsycINFO,andPsycCRITIQUES.

Inparticular,recently,severalstudiesfoundthattheTPBwouldbetterhelptopredicthealthrelatedbehavioral
intentionthanthetheoryofreasonedaction(TRA)[21]giventhattheTPBhasimprovedthepredictabilityof
intentioninvarioushealthrelatedfieldssuchascondomuse,[24][25]leisure,[26]exercise,[27]anddiet.[28]

TheTheoryofPlannedBehaviorhasbeenappliedtostudyarangeofprosocialbehaviors,suchascharitable
giving.Inonestudy,theTPBexplainednearly70%ofthevarianceinintentionstodonatetocharity.[29]
However,theTPBalsoshowsgoodapplicabilityinregardstoantisocialbehaviours,suchasusingdeceptionin
theonlineenvironment.[30]

Anotherapplicationofthetheoryofplannedbehaviorisinthefieldofenvironmentalpsychology.Generally
speaking,actionsthatareenvironmentallyfriendlycarryapositivenormativebelief.Thatistosay,sustainable
behaviorsarewidelypromotedaspositivebehaviors.However,althoughtheremaybeabehavioralintentionto
practicesuchbehaviors,perceivedbehavioralcontrolcanbehinderedbyconstraintssuchasabeliefthatone's
behaviorwillnothaveanyimpact.[31][32]Forexample,ifoneintendstobehaveinanenvironmentally
responsiblewaybutthereisalackofaccessiblerecyclinginfrastructure,perceivedbehavioralcontrolislow,
andconstraintsarehigh,sothebehaviormaynotoccur.Applyingthetheoryofplannedbehaviorinthese
situationshelpsexplaincontradictionsbetweensustainableattitudesandunsustainablebehavior.

Thetheoryofplannedbehaviormodelisthusaverypowerfulandpredictivemodelforexplaininghuman
behavior.Thatiswhythehealthandnutritionfieldshavebeenusingthismodeloftenintheirresearchstudies.
Inonestudy,utilizingthetheoryofplannedbehavior,theresearchersdetermineobesityfactorsinoverweight
ChineseAmericans.[33]Intentiontopreventbecomingoverweightwasthekeyconstructintheresearch
process.Itisimportantthatnutritioneducatorsprovidetheproperpublicpoliciesinordertoprovidegood
tasting,lowcost,healthfulfood.

TheTheoryofPlannedBehaviorcanalsobeappliedinareaofappliednutritionintervention.Inarecentstudy
bySweitzer,[34]TPB(inconjunctionwithSCT)wasutilizedtoencourageparentstopackmorefruits,
vegetablesandwholegrains(FVWG)insacklunchesofpreschoolchildren.BehavioralconstructsofTPD
wereusedtodevelopinterventionstrategies.Knowledge/behavioralcontrol,Selfefficacy/perceivedbehavioral
control,subjectivenormsandintentionsweremeasuredtoseeeffectsonbehavior.Theresultsfounda
significantincreaseinvegetablesandwholegrainspackedinluncheswheninterventionswereplannedusing
theTPBconstructs.Psychosocialvariableswereusefulpredictorsoflunchpackingbehaviorsofparentsand
thisstudyprovidedadivergentapplicationofmodelexplorationofanareaofparentalbehaviorasaroleinthe
developmentofyoungchildrensdietarybehaviors.InastudybyMcConnon,[35]theapplicationoftheTPB
wasusedtopreventweightregaininanoverweightcohortwhorecentlyexperiencedasignificantweightloss.
UsingtheconstructsofTPB,itwasfoundthatperceivedneedtocontrolweightisthemostpositivepredictor
ofbehaviorforweightmaintenance.TheTPBmodelcanbeusedtopredictweightgainpreventionexpectation
inanoverweightcohort.TheTPBcanalsobeutilizedtomeasurebehavioralintentionofpractitionersin
promotingspecifichealthbehaviors.InthisstudybyChase,[36]dietitiansintentionstopromotewholegrain
foodswasstudied.Itwasfoundthatthestrongestindicatorofintentionofdietitianstopromotewholegrain
foodswastheconstructofnormativebeliefswith97%ofdietitiansindicatingthathealthprofessionalsshould
promotewholegrainsand89%wantedtocomplywiththisbelief.However,knowledgeandselfefficacyof
institutingthisbeliefwasfaultedwithonly60%ofdietitiansbeingabletocorrectlyidentifyawholegrain
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productfromafoodlabel,21%correctlyidentifyingcurrentrecommendationsand42%ofdietitiansdidnot
knowtherewasarecommendationforwholegrainconsumption.Althoughtheresponseratetocomplete
mailedsurveysforthisstudywaslow(39%),theresultsprovidedpreliminarydataonthestrongeffectof
normativebeliefsondietitianintentionstopromotewholegrainandtheneedfornutritionneedforadditional
educationforpracticingdietitiansfocusingonincreaseknowledgeandselfefficacyforpromotingwhole
grains.

ImportantStepsinApplicationoftheTheory

WhenapplyingtheTPBasatheoreticalframework,certainstepsshouldbefollowedtopromoteincreased
validityofresults.First,targetbehaviorshouldbespecifiedintermsofaction,target,context,andtime.For
example,thegoalmightbetoconsumeatleastoneservingofwholegrainsduringbreakfasteachdayinthe
forthcomingmonth.Inthisstatement,consumingistheaction,oneservingofwholegrainsisthetarget,
duringbreakfasteachdayisthecontext,andintheforthcomingmonthisthetime.Onceagoalis
specified,anelicitationphasecanbeusedtoidentifysalientissues.Thepertinentandcentralbeliefsfora
certainbehaviormaybeverydifferentfordifferentpopulations.Therefore,conductingopenendedelicitation
interviewsisoneofthemostcrucialstepsinapplyingtheTPB.Elicitationinterviewshelptoidentifyrelevant
behavioraloutcomes,referents,culturalfactors,facilitators,andbarriersforeachparticularbehaviorandtarget
populationunderinvestigation.[37]Thefollowingaresamplequestionsthatmaybeusedduringanelicitation
interview:[37]

Whatdoyoulike/dislikeaboutbehaviorX?WhataresomedisadvantagesofdoingbehaviorX?Whowouldbe
againstyourdoingbehaviorX?WhocanyouthinkofthatwoulddobehaviorX?Whatthingsmakeithardfor
youtodobehaviorX?IfyouwanttodobehaviorX,howcertainareyouthatyoucan?

Aquestionnairecanthenbedesigned,basedonresultsfromtheelicitationinterview,tomeasuremodel
constructswithattentiontoculturalissues.Afterimplementationofthequestionnaire,thoroughanalysesshould
beconductedtoassesswhethertheinterventioninfluencedmodelconstructsassociatedwithintentionand
behavior.[37]Resultsandfindingsfromtheanalysiscanbeusedtodevelopeffectiveinterventionsforeliciting
behavioralchange,especiallywithinnutritionandhealth.

Seealso
Behavioralchange

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4/10/2017 TheoryofplannedbehaviorWikipedia

Ajzen,I.&Fishbein,M.(2005).Theinfluenceofattitudesonbehavior.InAlbarracin,D.Johnson,B.T.
ZannaM.P.(Eds.),Thehandbookofattitudes,LawrenceErlbaumAssociates.

Externallinks
InformationaboutthetheoryonIcekAjzen'shomepage(http://www.people.umass.edu/aizen)

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