The Role of Irrationality (Affect and Emotions) in Planned Behavior
Anneke Zwart, Student (University), Netherlands, Moderator
A frequently mentioned argument against the TPB is that the theory does not take into account sufficiently enough the cognitive and affective processes that often result in biased human evaluations and behaviour. It is concerned primarily with behaviors that are steered by conscious self-regulated activities. In other words TPB is said to be too rational.
So, the TPB tends to neglect some biasing variables that certainly affect behaviour and intentions. The most important factors mentioned are affect and emotions. These two factors can indirectly influence intentions and behaviour by affecting important beliefs in a given situation, but also they can affect the strength and evaluations of these beliefs. There are two ways in which these factors are actually included in the TPB:
1. They can be background variables affecting behavioural assumptions, but also normative and control beliefs. For example, being in a negative mood will have a diffe...