Theory of Planned Behavior

Changing the behavior of people. Explanation of Theory of Planned Behavior by Icek Ajzen. ('85)

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:

Behavioral Beliefs. These are beliefs about the likely consequences of the behavior.
Normative Beliefs. These are beliefs about the normative expectations of others.
Control Beliefs. These are beliefs about the presence of factors that may facilitate, or may impede, the performance of the behavior.

Ajzen Theory of Planned Behavior TPB 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, 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 -

Theory of Planned Behavior Forum (21)

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, person, or situation.
According to them, attitudes are complex and contain three components:
1. Cognition: this is the judgement, for example: 'my chef gave my colleague the promotion but I deserved it more'. It's the component of an attitude that is a description of something or a believe that something is what it is. This does NOT lead to actual behavior.
2. Affect: This is the feeling or emotion, for example: I hate my chef!'. Affect CAN lead to actual behavior.
3. Behavior: this is the actual action, for example: I am looking for another job and I told everyone, even my boss'.
To get a better understanding on the complexity of attitudes and their relation to behavior you need to keep these three components in mind."

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?"

Exceptions to Theory of Planned Behavior
"Is there any known research about the exceptions of the Theory of Planned Behavior? Thanks for your tips..."

'Behaviourist' Management Theory?
"What is meant by: 'Behaviourist Management Theory'? I will appreciate any information on this question. "

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 individual level, we may be looking at the beliefs and attitude of the "champions of change" and the extent to which these can be cascaded down the ladder.
- At the group level we could be looking at the group's values and their impact on behavior and culture
- At the organizational level we could be looking at the control system, including rewards and sanctions. From this we can develop a scorecard for change."

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 take an action that benefits the organization and its objectives, mission and vision."

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?"

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 that they consider you.
I get the point that giving information is NOT enough, you have to demonstrate you have a solution better than the competition. Does the theory provide more guidance on the "how to"?"

Bahaviour is Natural
"It is correct to assert that behaviour is "natural" inborn. The true behaviour only comes to light when there is a catalyst(s) like: oppression, lack, and character influence."

How to Deal 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. Conditions that make the status quo unbearable may be necessary to help one to adopt behaviour change as a way out."

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 the group ethos, which the individual may initially not have or be interested in.
The energy of the group may not have existed in the individual at first."

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, such as fast communications by internet, social networks and the searching of new live ways."

Are you Planning your Behavior?
"How many of us are having the opportunity to plan our behaviour, or time for it?"

POSITIVE Change Motivators
"Attempting to change behavior 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 facts and probability of death.
The unmotivated patient dies of avoidable disease related to life-style choices.
Alternatively, a doctor could stress and focus on positive alternatives to improve health and life expectancy, gaining the interest and cooperation of the patient.
Showing the patient the path to success versus focusing on the consequences will have a higher probability of behavioral change that lasts."

Sometimes we are Acting like Monkeys
"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 going on around us, no matter what other ides or advices are out there, we remain unchanging, --like that monkey trapped, unless we are willing to let go of that prize as we believe it to be. We cannot slip our bounds and move on the experience growth.
The one thing in life that we know we can count on the one constant factor is change itself. How do you feel about change in your life and your business? Are you open to other ides and suggestions? Are you willing to explore and put your ideas to test? Are you willing to become a change agent yourself?"

De-composed 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 De-composed TPB. I really want to know the de-composed TPB in details, the limitations and the strengths. I would be obliged if anyone could kindly help me on this matter."

Other Notable Behaviour
"I think it should also be noted that adaptability or even power could be considered to be types of behaviour.
Does anyone know much about change agent behaviour, I know it varies quite a lot of that of the employee."

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 on the parallel norms and ethics."

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- then I will work on job descriptions and job analysis;
3- then the salary scheme.
4- comparing between the status quo and the vision, with suggestions on how to change to achieve the vision.
Could you advice if it is OK or not, what can I add, how to present it and the estimated time"

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 necessary by athletes, as different circumstances may call for it, whether the actions ethical or not. I haven't found any study like this except cheating etc so im not really certain. Could you help me out? Thanks"

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 liberalized visitation policy. However, other studies show nurses' behavior is independent of policy. So, is there support that these researchers can imply that the nurses' behavior in fact changed if their attitudes changed? Or, in the broader context, is measuring attitudes and beliefs a substitute for measuring behavior?"

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