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Theory of Planned Behavior (PowerPoint PPT)
PowerPoint (PPT) 11 Slides FlevyPro 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.
The PPT delves into the intricate relationships between behavioral beliefs, attitudes, subjective norms, and perceived behavioral control. It offers a comprehensive visual model to illustrate these connections, making it easier for executives to grasp the underlying principles quickly. The model is particularly useful for those looking to apply TPB in practical scenarios, providing clear pathways from intention to behavior.
Understanding the strengths and limitations of TPB is crucial for its effective application. The document highlights the importance of evaluating these aspects before implementation. It emphasizes that while TPB can predict behavior with a degree of accuracy, it also has constraints, such as the assumption of rational decision-making. This nuanced approach ensures that users can make informed decisions when leveraging TPB in various fields, from marketing to public health.
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Source: Best Practices in Icek Ajzen, Theory of Planned Behavior, Behavioral Economics, Organizational Behavior PowerPoint Slides: Theory of Planned Behavior PowerPoint (PPT) Presentation, PPT Lab
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