Theory of planned behavior( Ajzen, 1991) Essay Example | Topics and Well Written Essays - 750 words

Theory of planned behavior( Ajzen, 1991) - Essay Example The theory relates human behavior to beliefs, arguing that our behavior is influenced by our beliefs. The following study expounds on the Theory of Planned Behavior. The theory of planned behavior was coined by Icek Ajzen in 1985 after seemingly developing it from his joint proposal with Martin Fishbein’s of the theory of reasoned action in 1975 (Fishbein & Cappella, 2006). The theory of reasoned action was developed from many other proposed theories such as the attribution theory, the consistency theories, the expectancy-value theories, and the learning theories. As such, the theory of planned behavior is far-fetched; containing multiple frameworks from many other [proposed] theories. Ajzen coined this theory after evaluating and concluding that individual theories did not satisfactorily attempt to explain human behavior which, according to him is a â€Å"complex and difficult task† (Ajzen, 1991). Behavioral intention: This is the extent to which an intended behavior has motivational factors. It states that the higher the intention to perform a behavior, the higher the chances of it being performed. Social norms: Social norms are simply the standard customary codes as perceived by the larger context of society. In short, it is the level to which a behavior is acceptable or unacceptable according to society. These constructs are categorized into three contexts, that influence human behavior; individual attributes, subjective norms, and perceived behavioral control. According to the theory of planned behavior, these three elements combined are what determine intention and/or action. They are discussed herein: Ajzen developed the context of perceived behavioral control from Bandura’s self-efficacy concept which states that a person’s ability to execute a behavior depends on their perception of its difficulty or ease. In short, a person’s belief is what motivates or demotivates them from executing a certain action. Belief may act as an