Theory of Planned Behavior

Knowledge Center

The Theory of Planned Behavior (TPB) of Icek Ajzen (1985, 1991) helps to understand how we can change the behavior of people. The TPB is a theory which predicts deliberate behavior, because behavior can be planned.

TPB is the successor of the similar Theory of Reasoned Action of Ajzen and Fishbein (1975, 1980). The succession was the result of the discovery that behavior appeared to be not 100% voluntary and under control. This resulted in the addition of perceived behavioral control. With this addition the theory was called the Theory of Planned Behavior.

The three considerations of the Theory of Planned Behavior

In short, according to TPB, human action is guided by three kinds of considerations:

1. Behavioral Beliefs. These are beliefs about the likely consequences of the behavior.

2. Normative Beliefs. These are beliefs about the normative expectations of others.

3. Control Beliefs. These are beliefs about the presence of factors that may facilitate, or may impede, the performance of the behavior.

The three considerations of Ajzen are crucial in circumstances / projects / programs when the behavior of people needs to be changed.

In their respective aggregates, 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.

Residual Effects of Past on Later Behavior

Recently (2002), Ajzen investigated residual effects of past on later behavior. He came to the conclusion that this factor indeed exists, but cannot be described to habituation, such as many people are thinking. A review of existing evidence suggests that the residual impact of past behavior is attenuated, when measures of intention and behavior are compatible. And the impact vanishes when intentions are strong and well formed, expectations are realistic, and specific plans for intention implementation have been developed.

A research project in the travel industry resulted in the conclusion that past travel choice only contributes to the prediction of later behavior if circumstances remain relatively stable.

Example: The Theory of Planned Behavior of Ajzen can help to explain why advertising campaigns merely providing information do not work. To only increase the knowledge does not help to change the behavior very much. Campaigns that aim at attitudes, perceived norms, and control in making the change or buying certain goods, have better results.

Similarly in management, (change) programs that focus only on explanation of the importance of something (knowledge transfer) will likely not succeed. Rather one should convince people to change their intention to change, by giving a lot of attention to attitudes, subjective norms and perceived behavior control.

Book: Icek Ajzen, Martin Fishbein - Understanding Attitudes and Predicting Social Behavior

Forum Forum discussions about Human Behavior. Behavioral Change Motivators Attempting to change behavior of a person based solely on information will not work. Many doctors try and fail to get their patients to make life-style changes (heart attack as example) solely on the ... 33   33 comments Theory of Planned Behavior and Maslow I have read some of the remarks here and am now wondering how TPB relates to Maslow's Hierarchy of Needs. Any ideas on this?... 15   2 comments Moving from Self-Awareness to Self-Management to Self-Improvement Why quit smoking is so difficult although most smokers are aware of its impact on health and well-being? Why we keep doing things that we know may not be appropriate or helpful? This is because knowin... 13   4 comments How to Apply TPB Theory in Marketing? I'm not familiar with the theory here, but am wondering how its principles apply to marketing in the case where you are at a competitive disadvantage, and want to change your customer's behavior so th... 11   2 comments 'Behaviourist' Management Theory? What is meant by: 'Behaviourist Management Theory'? I will appreciate any information on this question. ... 7   1 comments Exceptions to Theory of Planned Behavior Is there any known research about the exceptions of the Theory of Planned Behavior? Thanks for your tips...... 6   Employee Maturity and Theory of Planned Behavior If an employee is not mature enough to analyze his/her environment he/she may choose a totally wrong action. Therefore it will be important to consider the person´s maturity to ensure the person will... 6   How Attitudes Influence Consumer Behavior According to the Theory of Planned Behavior (TPB), behavioral beliefs produce a favorable or unfavorable attitude toward the behavior. The attitude toward the behavior (plus 2 other things) then leads... 5   Three Components of an Attitude Stephen P. Robbins and Timothy A. Judge, in their book 'Organizational Behavior' define an attitude as a predisposition or a tendency to respond positively or negatively towards a certain idea, object... 4   Three Levels in Theory of Planned Behaviour The theory provides a framework for implementing change wherein 3 clear tiers (individual, group and organizational) can be identified and managed in order to achieve the desired change. - At the ind... 4   Sometimes we are Acting like Monkeys and we are Unwilling to Change Sometimes we find ourselves acting very similar to a monkey. We hold on to what we believe is our prize, our goal, our direction, and we won't let go for anything. No matter what changes might be goin... 4   1 comments Initital HR Presentation I need to make a presentation on how I will start my work in HR management. I'm thinking to start with 1- knowing the organization vision and make its organizational chart that meets that vision. 2-... 3   5 comments Decomposed Theory of Planned Behavior I heard that there exist an extended version of the Theory of Planned Behavior (TPB) in the literature. The name is: Decomposed Theory of Planned Behavior or DTPB. I really want to know the decomposed... 3   1 comments Applying the Theory of Planned Behavior to Perception I would like to know if Ajzen's TPB can be applied to measure perception. If it is positive, what is the argument that Ajzen's TPB can be used to measure perception? If it is negative, why can't Ajz... 3   Theory of Planned Behavior and Dealing with Obstacles to Change Some of the biggest obstacles to change initiatives are fear of the unknown and safety in the known. Knowledge per se may not be enough to overcome the fear and propel one towards behaviour change. A... 3   Your Success is Primarily Dependent on the Rationality of your Beliefs Your response or reaction to any situation is governed by your thoughts, which, in turn, are governed by your belief system. Thus, your resulting action is an indirect consequence of your beliefs. If... 3   1 comments 🔥 Be Cautious with Shown Behaviour We should avoid being caught up too much with the behavior of people, assuming that the behavior of persons represents their true character. Why? - This makes people mask their character. - If we al... 3   The Role of Irrationality (Affect and Emotions) in Planned Behavior A frequently mentioned argument against the TPB is that the theory does not take into account sufficiently enough the cognitive and affective processes that often result in biased human evaluations an... 3   Are you Planning your Behavior? How many of us are having the opportunity to plan our behaviour, or time for it?... 2   4 comments Planned Behaviour is based on REACT Method Planned Behaviour is a pattern based on the REACT method which is more significant on planned method, whereas Resources, Environment, Attitude, Concentration and Timing and really two processes based ... 2   3 comments Is Planned Behavior Theory Still Valid? I´m not sure about how much are important different behavioral theories in the present world in which all behavior concepts are changing dramatically, due to the special freedom given by modern media,... 1   3 comments Planned Group Behaviour? I wonder how dealing with group behaviour is different from individual change behaviour? There is an 'energy' in groups which is capable of captivating an individual and bringing that individual into... 1   2 comments Theory of Planned Behavior and Unsportsmanlike Conduct I am making a study regarding predicting unsportsmanlike conduct. I'm still not sure if I will include moral obligation and moral reasoning to the model since some sports actions may be deemed necessa... 0   2 comments Start a new topic about Human Behavior Sign up for free

Courses about Human Behavior. Beginners Course Advanced Course Course for Experts

Best Practices The best, top-rated topics about Human Behavior. Here you will find the most valuable ideas and practical suggestions. 🥇 How to Apply the Theory of Planned Behavior in Work Safety Safety in mining is of utmost importance and statistics show that the behaviour of people is part of the causes. How can I apply the TPB to help change the behaviour from unsafe to safe?... 8   5 comments 🥈 Are Beliefs and Attitudes a proxy for Behavior? I am studying nurses' attitudes and beliefs regarding open visitation in the adult ICU atmosphere. Several studies have measured nurses' beliefs and attitudes pre and post implementation of liberalize... 6   6 comments

Expert Tips Advanced insights about Human Behavior. Here you will find professional advices by experts. Consultancy Tips Teaching Tips Practical Implementation Tips Changing Habits / Attitudes of People Reframing Behavior In their article “That’s the Way We (Used to) Do Things Around Here” (strategy+business, Spring 2011, Issue 62), Jeffrey... Katz Functionalist Theory of Attitudes Consumer Attitudes, Customer Attitudes, Buying Behavior, Advertising Obtaining insights into attitudes of customers is important for organizations, because attitudes influence customer beha... Ineffective Behavior Analyzing Manager, Employee or Self Behavior There are many different forms or manifestations of ineffective behavior, such as - Finding it difficult to say 'no'. ... The Influence of the Perceived Justice Climate on Employee Behavior Employee Behavior, Theory of Planned Behavior, Behavioral Beliefs, Normative Beliefs Priesemuth et al. (2013) investigated the effects of group-level perceptions of the justice climate within an organizati... 4 Patterns of Behavior Behavior is not only based on Reasoning and Beliefs According to Ajzen, behavior is based on the way people consider and react to 3 beliefs. Implicitely Ajzen seems to assu...

Information Sources Various sources of information regarding Human Behavior. Here you will find powerpoints, videos, news, etc. to use in your own lectures and workshops. Attitudes: Definition, Functions, Models and Application to Business and Marketing Attitudes This presentation elaborates on the concept and models related to attitudes, including the following sections: 1. What ... Attitude, Motivation and Persuasion Persuasion Theory, Managing Behavior This presentation by S.J. Grant is about attitudes, motivation and how affects persuasion. The following sections are in... Introduction to the Theory of Planned Behaviour Understanding the Roles our Beliefs are Playing in our Behavior Explanation of the Essence of the Theory of Planned Behaviour (TPB), which sees intention as the predictor of behavior. ... The Importance of Adapting to Change Change Management, Need to Change, Change Management Dave Weber reveals that Charles Darwin never said that the strongest of the species survives. What he actually said was... Theory of Planned Behavior Diagram Human Behavior Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int...

Tools Useful tools regarding Human Behavior. News Videos Presentations   Books Academic More

Compare with: Change Phases  |  Six Change Approaches  |  Appreciative Inquiry  |  Positive Deviance  |  Change Model Beckhard  |  Force Field Analysis  |  Bases of Social Power  |  Core Group Theory  |  Business Process Reengineering  |  Kaizen  |  Change Management  |  Managing for Value  |  Levels of Culture  |  Changing Organization Cultures  |  Framing  |  Attribution Theory  |  Culture Types

Return to Management Hub: Communication & Skills  |  Ethics & Responsibility  |  Human Resources  |  Knowledge & Intangibles  |  Marketing & Sales

More Management Methods, Models and Theory