Planned Behavior Theory

Description

The best predictors of person’s planned and deliberate behaviors are:

Their attitudes towards specific behaviors (not general attitudes).

Subjective norms, which are their beliefs about how their friends will view the specific behaviors.

Perceived behavioral control, which is how easily they can perform the behaviors.

The Theory of Reasoned Action (TRA) was described in 1967 by Fishbein and includes the idea that behavior is driven by intentions, which a function of an individual's attitude toward the behaviour and subjective norms around the performance of the behavior. In 1985, this was extended as the Theory of Planned Behavior (TPB).

Research

A number of women were asked a broad set of questions, including their attitude towards the birth control pill and whether they might use it within the next two years. Two years later, they were asked whether they had used the pill. Their previous general attitude turned out not to be a very good predictor of their actions. Only when very specific questions had been asked were these good predictors.

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Planned Behavior Theory

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