The theory
of planned behavior (TPB) is a theory, which links beliefs and behavior.
Ajzen developed the theory of
planned behaviour (TPB) in 1988. The theory proposes a model that can measure
how human actions are guided. It predicts the occurrence of a particular behavior,
if behavior is intentional
(Fishbein, and Ajzen, 1975). It has been applied to studies of the
relations among beliefs, attitudes, behavioral intentions and behaviors in
various fields such as advertising, public relations, advertising campaigns and
healthcare. The theory states that attitude toward behavior, subjective norms,
and perceived behavioral control, together shape an individual's behavioral
intentions and behaviors.
The
theory of planned behavior
(TPB) has been used successfully to
predict and explain a wide range of health behaviors and intentions
including
smoking, drinking, health services utilization, breastfeeding, and substance
use, among others. It distinguishes between three types of beliefs -
behavioral, normative, and control. The TPB is comprised of six components or constructs
that collectively represent a person's actual control over the behavior.
Attitudes.
This refers to the degree to which a person has a favorable or unfavorable
evaluation of the behavior of interest. It entails a consideration of the
outcomes of performing the behavior.
Behavioral
intention. This refers to the motivational factors that influence a given
behavior where the stronger the intention to perform the behavior, the more
likely the behavior will be performed.
Subjective
norms. This refers to the belief about whether most people approve or
disapprove of the behavior. It relates to a person's beliefs about whether
peers and people of importance to the person think he or she should engage in the
behavior.
Social
norms. This refers to the customary codes of behavior in a group or people or
larger cultural context. Social norms are considered normative, or standard, in
a group of people.
Perceived
power. This refers to the perceived presence of factors that may facilitate performance
of a behavior. Perceived power contributes to a person's perceived behavioral
control over each of those factors.
Perceived
behavioral control. This refers to a person's perception of the ease or
difficulty of performing the behavior of interest. Perceived behavioral control
varies across situations and actions, which results in a person having varying
perceptions of behavioral control depending on the situation.
The
following are the differences between the Theory of Planned Model (TPB) and
Health Belief Model (HBM).
Theory
of Planned Model, it has been applied to studies of the
relations among beliefs, attitudes, behavioral intentions and behaviors in
various fields such as advertising, public relations, advertising campaigns and
healthcare while
Health Belief Model has been used in research to explore various health behaviors
in diverse population like high blood screaming, seat belt usage, breast self
examination and HIV related behavior such as sexual risk behavior in general.
The theory of Planned Behavior
states that attitude toward behavior, subjective norms, and perceived
behavioral control, together shape an individual's behavioral intentions and
behaviors, while Health Belief Model states that, it attempt to explain and
predict health behavior by focusing on the belief and attitude of an
individual.
The
following are the limitations of Theory of Planned Behavior Model.
The
theory of planned behavior is based on cognitive processing and level of
behavior change. theory of planned behavior overlooks emotional variables such
as threat, fear, mood and negative or positive feeling and assessed them in a
limited fashion.
It
assumes the person has acquired the opportunities and resources to be
successful in performing the desired behavior, regardless of the intention.
It
does not account for other variables that factor into behavioral intention and
motivation, such as fear, threat, mood, or experience.
While
it considers normative influences, it still does not take into account
environmental or economic factors that may influence a person's intention to
perform a behavior.
It
assumes that behavior is the result of a linear decision-making process, and
does not consider that it can change over time.
While
the added construct of perceived behavioral control was an important addition
to the theory, it does not say anything about actual control over behavior.
The
Theory of planned behavior
(TPB) has shown more utility in
public health than the Health Belief Model, but it is still limiting in its
inability to consider environmental and economic influences.
REFERENCES
Ajzen I. (1988). Attitudes, Behavior Personality and. Milton Keynes, UK: Open
University
Press.
Ajzen,
I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhl
& J.
Beckmann (Eds.), Action control: From cognition
to behavior. Berlin, Heidelber, New York:
Fishbein,
M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An
introduction to
theory and research. Reading, MA: Addison-Wesley
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