The Theory of Planned Behavior, Ver.2.1 (Quantum Leap)
Monday, November 19, 2012
University of Massachusetts Amherst
The theory of planned behavior (TPB) is one of the most frequently cited and widely applied reasoned action models of human social behavior. In this talk, Professor Ajzen evaluates the current status of the TPB from a conceptual as well as an empirical perspective. After considering recent developments regarding the theory’s basic structure, two critical issues are examined: The sufficiency of attitudes, subjective norms, and perceptions of control as predictors of intentions – illustrated in relation to anticipated affect; and the role of background factors – illustrated in relation to the effect of knowledge on beliefs, attitudes, intentions and behavior.