Theory of Planned Behavior by Icek Ajzen

The Theory of Planned Behavior (TPB) of Icek Ajzen (1988, 1991) assists to comprehend how we can transform the behavior of people. The TPB is a theory which forecast deliberate behavior, because behavior can be intended.

TPB is the successor of the parallel Theory of Reasoned Action of Ajzen and Fishbein. The succession was the consequence of the finding that behavior appeared to be not 100% voluntary and under control. This resulted in the addition of supposed behavioral control. With this extra addition the theory was known as the Theory of Planned Behavior.

The three considerations of the Theory of Planned Behavior

In a nutshell, as per TPB, human action is guided by three types of considerations:

1.      Behavioral Beliefs. These are beliefs about the probable results of the behavior.

2.      Normative Beliefs. These are beliefs about the normative hopes of others.

3.      Control Beliefs. These are beliefs regarding the presence of factors that may facilitate, or may hinder, the presentation of the behavior.

The three considerations of Ajzen are critical in projects / circumstances / programs when the behavior of people requires to be changed.