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Theory of Planned Behavior


Definition: the Theory of Planned Behavior is a theory by Icek Ajzen ('85) describing how 3 beliefs are influencing behavioral intentions and actual behavior (B):
1. Behavioral Beliefs (about the likely consequences of the B, result in an attitude towards the B)
2. Normative Beliefs (about the normative expectations of others, result in a subjective norm)
3. Control Beliefs (about the presence of factors that may facilitate or impede the performance of the B, result in perceived behavioral control)
Its predecessor (Theory of Reasoned Action, '75) was missing the 3rd element. TBP is influential in change management, decision making, HRM and advertizing.


Learn more about the Theory of Planned Behavior.

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