In psychology, the theory of planned behavior is a theory about the link between attitudes and behavior. The concept was proposed by Icek Ajzen to improve on the predictive power of the theory of reasoned action by including perceived behavioural control. It is one of the most predictive persuasion theories. It has been applied to studies of the relations among beliefs, attitudes, behavioral intentions and behaviors in various fields such as advertising, public relations, advertising campaigns and healthcare.
The theory states that attitude toward behavior, subjective norms, and perceived behavioral control, together shape an individual's behavioral intentions and behaviors.
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Famous quotes containing the words theory of, theory, planned and/or behavior:
“The things that will destroy America are prosperity-at-any- price, peace-at-any-price, safety-first instead of duty-first, the love of soft living, and the get-rich-quick theory of life.”
—Theodore Roosevelt (1858–1919)
“There never comes a point where a theory can be said to be true. The most that one can claim for any theory is that it has shared the successes of all its rivals and that it has passed at least one test which they have failed.”
—A.J. (Alfred Jules)
“And the LORD changed his mind about the disaster that he planned to bring on his people.”
—Bible: Hebrew, Exodus 32:14.
“To be told that our child’s behavior is “normal” offers little solace when our feelings are badly hurt, or when we worry that his actions are harmful at the moment or may be injurious to his future. It does not help me as a parent nor lessen my worries when my child drives carelessly, even dangerously, if I am told that this is “normal” behavior for children of his age. I’d much prefer him to deviate from the norm and be a cautious driver!”
—Bruno Bettelheim (20th century)