Theory of Planned Behavior Assignment Help: Definition & Examples

Theory Of Planned Behaviour – An Overview

The Theory of planned behaviour (TPB) is used to predict an individual’s behaviour at a specific situation, time, and place. It is used to explain all behaviour over which individuals can practice self-control. The primary element of this model is behavioural intent, which is greatly influenced by behavioural intentions and, under certain situations, perceived behavioural control.

What Is The Theory Of Planned Behaviour?

The theory of planned behaviour is a psychological theory that helps to predict an individual's behaviour at a specific time. The TPB has been used by experts in different fields to predict, understand, and explain various behaviours and intentions such as drinking, smoking, breastfeeding, utilising health services, etc.

The theory suggests that behavioural achievement mainly two factors – motivation or purpose and ability or behavioural control. It also differentiates three types of beliefs - behavioural, normative, and control. Read about leadership styles.

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Who Developed The Theory Of Planned Behaviour?

The theory of planned behaviour was developed and presented by Icek Ajzen in 1985 in “From Intentions to Actions: A Theory of Planned Behaviour.” Treated as the extension of the theory of reasoned action, which he developed in 1980 with Martin Fishbein, both approaches suggest that a person's behavioural intentions and reaction towards a specific situation are determined by understanding a person's behavioural and various social norms.

Ajzen describes the theory using an example of a mother taking her kids for art and crafts class. Here, the mother intends to make time for this particular activity and complete all the necessary formalities to sign up for the course. The success of this intention entirely depends on her success in meeting different factors. This example shows that an individual's preference is successful only when other factors are met.

Ajzen’s theory of planned behaviour can be used in different sectors – from healthcare to politics and other organisations to understand and predict human behaviours. For instance, in healthcare, the TPB can prevent diseases, family planning, birth control, etc.

Learn how different sectors and industries use the theory to break down people's attitude, perceived behavioural control, and subjective societal norms, influencing their ultimate behaviour from the subject specialists at MyAssignmenthelp.com.

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Theory Of Planned Behaviour Example

Here’s a theory of planned behaviour example.

Let's say you are the owner of a retail store and you recently launched an online store to improve your business. Although you intended to gain more online buyers and move your buyers from stores to online, nobody is behaving as you intended.

Use the theory of planned behaviour to determine customers take online shopping. You can survey existing buyers by asking open-ended questions to assess the challenges and attitude towards the same.

Attitudes

The survey shows people have a varied attitude towards online shopping. While many understand the convenience of online shopping, many prefer to purchase from in-stores to avoid waiting for span and online payment scams.

Subjective Norms

Most respondents have said that their friends and families make an online purchase without any issue. They also noted that the younger generation prefers online shopping to in-stores.

Perceived Behavioural Control

When asked about the challenges of online shopping, older customers said that the latest technology is tricky for them to understand. While some also agreed that they prefer to touch and inspect before purchasing, which isn't possible with online products, a few weren't aware of its availability online.

Intention

In the survey, many shoppers highlighted that they would like to use online stores for quick purchasing, only if the technology and the methodology behind it weren't confusing.

Survey Conclusion

Now that you know the factors influencing customer’s purchasing behaviour, what can you do to resolve the issues?

Here’s what you could do to address the drawbacks:

Allow your customers to create an in-store account and register their card details directly. That way, they don't have to enter card details while shopping online.
Train the in-store checkout clerks to remind customers about the online store and spread awareness.
Offer quick assistance to in-store customers interested in online shopping but find the ordering process overwhelming with an easy-to-understand demo.

By implementing these actions to influence shopper’s behaviour, you may notice a notable increase in people shopping from your online store.

Even though this theory of planned behaviour example highlights the factors from a business perspective, a similar model can build public health awareness.

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Ajzen’s Theory Of Planned Behaviour

Ajzen and Fishbein’s theory of planned behaviour suggests that intentions, attitudes and subjective norms determine an individual's behaviour. Although it has been developed and widely used to understand different behaviours, there are many advantages and disadvantages associated with the theory of planned behaviour.

Advantages

The TPB model is a handy tool for making behavioural predictions. When you consider variables as inputs, it increases the chances of reliability in one behavioural prediction, especially with the TRA.
The model is advantageous to gather data and identify potential reasons for changing behaviour.

Disadvantages

Just like any other model, the TPB model has its challenges. For instance:

The TPB model doesn't bridge the gap between intention and behaviour. You can extend the model with implementation intentions to address this problem.
The model doesn’t consider other behavioural factors such as emotions. Emotions can affect one's perception of things and make it challenging to take suitable action.
Although the TPB model helps find the relationship between attitudes and behavioural intentions, it doesn't reasonably determine the influence of action on an individual's changing behaviour.

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Theory Of Planned Behaviour Constructs

The theory of planned behaviour constructs collectively help to determine an individual's behavioural control.

Attitudes – It refers to the extent to which an individual maintains a favourable or unfavourable analysis of the behaviour of interest. It involves the outcomes of considering specific behaviour.
Subjective norms – This is the belief more about whether most people approve or disapprove of specific behaviour. It refers to one's opinion about whether the people in his/her circle support their engagement in the behaviour.
Social norms – These are the customary behavioural codes in a group or larger gathering. Social norms are treated as normative, or standard, in a people’s group.
Perceived power – This refers to the perceived presence of factors that may facilitate an individual to perform the behaviour. It also contributes to an individual’s perceived behavioural control over various aspects.
Perceived behavioural control – It refers to an individual's perception of the task and its complexity. Perceived behavioural control varies by person, resulting in different perceptions of behavioural control for various actions and situations.
Behavioural intention - This involves the motivational factors influencing one’s given behaviour. The stronger a person's choice to perform the behaviour, the higher chances to perform the behaviour.

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