What is the Theory of Planned Behavior?

The Theory of Planned Behavior (TPB), proposed by Icek Ajzen, predicts deliberate behavior based upon the assumption that behavior can be planned.

How Beliefs Affect Behavior? 

Human action is guided by three kinds of considerations:

• Behavioral Beliefs. These are beliefs about the likely consequences of the behavior.
• Normative Beliefs. These are beliefs about the normative expectations of others.
• Control Beliefs. These are beliefs about the presence of factors that may facilitate, or may impede, the performance of the behavior.

How is the Theory of Planned Behavior Used to Control Behavior?  

Behavioral beliefs produce a favorable or unfavorable attitude toward the behavior, normative beliefs result in perceived social pressure or subjective norm, and control beliefs give rise to perceived behavioral control. 

In combination, the attitude toward the behavior, subjective norm, and perception of behavioral control, lead to the formation of a behavioral intention. 

As a general rule, if the attitude and subjective norm are more favorable, the perceived control will be greater, and the person’s intention to perform the behavior in question should be stronger.