Ajzen and Fishbein Theory of Planned Behavior

Ajzen and Fishbein Theory of planned behavior states that the best predictor of how we will behave is the strength of our intentions. Behavioural intentions are themselves made up of three components:

• Attitudes toward the specific action
• Subjective norms regarding the action.
• Perceived behavioural control.

It is the three step process of predicting behaviour. Attitudes toward the action are based on beliefs about the likely outcomes of the action and evaluations of those outcomes. Subjective norms are what a person believes others think that person should do and the motivation to comply with those normative references. Perceived behavioural control occurs when a person is able to perform the contemplated action and believes that the action undertaken will have the intended effect; this component of the model is very similar to self-efficacy. These factors combine to produce a behavioural intention and, ultimately, behavior change.

The theory of planned behavior emphasizes that behavior follows from attitudes in a reasoned way. If a person thinks that a particular behavior associated with an attitude will lead to positive outcomes, that other people would approve, and that the behavior can be done readily, then the person will engage in the behaviour.

To take a simple real life example, Alcohol addicts who believe that drinking causes serious health outcomes, who believe that other people think they should stop drinking, who are motivated to comply with those normative beliefs, and who believe that they are capable of stopping drinking will be more likely to try to stop drinking than individuals who do not hold these beliefs.