4. Izek Ajzen The Theory of Planned Behavior (TPB) was formulated by Icek Ajzen, a Professor in Psychology at the University of Massachusetts. The TPB was developed from the Theory of Reasoned Action (TRA) which was also formed by Icek.
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6. The ide a behind the TRA is that one’s intentions are formed through the measuring of one’s attitude and subjective norm to wards performing a certain voluntary behavior. Attitude: Certain attitudes are present before and while behaviors are performed. Subjective Norm: How important people in the subject’s life would view the behavior.
7. Icek’s Findings : Not all behavior is voluntary Leading us to a new factor PBC Defined: refers to people's perceptions of their ability to perform a given behavior. - It is directly related to behavioral intentions and the actual behavior. Perceived Behavioral Control
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9. General Rule More likely to perform the Behavior Strong Intentions Strong Attitude Strong Subjective Norm Strong Perceived Behavioral Control
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