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DOCUMENT DESCRIPTION

The Theory of Planned Behavior (TPB), developed by Icek Ajzen (1985), provides a model for understanding how we can change the behavior of people. TPB is a theory which predicts deliberate behavior, because behavior can be planned.

TPB is the successor of the similar Theory of Reasoned Action (TRA), developed by Ajzen and Fishbein (1975). The succession was the result of the discovery that behavior appeared to be not completely voluntary and under control. TRA was thus modified to add a component for perceived behavioral control, resulting in the TPB model.

According to TPB, human action is guided by 3 kinds of considerations:
1. Behavioral Beliefs. These are beliefs about the likely consequence 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.

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This business document is categorized under:
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File Type: PowerPoint (ppt)

Tag(s): Theory of Planned Behavior, Icek Ajzen

Number of Slides: 11

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Upload date (first version): Aug 2, 2016

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