Article
Change Models
The theory of planned behaviour is a psychological theory proposed by Icek Ajzen that links beliefs to behaviour. This builds on the theory of reasoned action. The theory maintains that three core components shape behaviour
- Attitude
- Subjective norms
- Perceived behavioural control
These together shape an individual’s behavioural intentions. In turn, a tenet of TPB is that behavioural intention is the most proximal determinant of human social behaviour.
Attitudes
- Behavioural beliefs: personal beliefs about the behaviour and whether this is considered positive or negative. This leads to:
- Attitude towards behaviour.
Subjective Norms
- Normative belief: an individual’s perception of social normative pressures, what are standards of behaviour. This influences:
- Subjective norm: an individual’s perception about the particular behaviour, which is influenced by the judgment of (especially significant) others.
Perceived behavioural control
- Control beliefs: an individual’s beliefs about the presence of factors that may facilitate or hinder performance of the behaviour. This leads to:
- Perceived behavioural control: an individual’s perceived ease or difficulty of performing the particular behaviour. The concept of perceived behavioural control is conceptually related to self-efficacy. It is assumed that perceived behavioural control is determined by the total set of accessible control beliefs.
Behavioral intention
- Behavioral intention: an individual’s readiness to perform a given behaviour. It is assumed to be an immediate antecedent of behaviour.
Behaviour
- Behavior: an individual’s observable response in a given situation with respect to a given target. Ajzen advanced the view that a behaviour is a function of compatible intentions and perceptions of behavioural control. Perceived behavioural control is expected to moderate the effect of intention on behaviour, such that a favourable intention produces the behaviour only when perceived behavioural control is strong.
Summary
The theory of planned behaviour is one that is defined by belief systems and behavioural intentions and antecedents to behaviour. This includes the social environment. Of note is that the concept of self-efficacy is also included in perceived behavioural control.
Simple Takeaways
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- The influence of attitudes, subjective norms, control beliefs leads to behavioural intentions which guide behaviour.
- You can influence behaviour by influencing the above factors.
© leading brains 2022
Reference
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