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Theory of Planned Behaviour
Theory Summary
This theory builds on the Theory of Reasoned Action by adding a third determinant - perceived behavioural control. This component represents a person's beliefs about his or her ability to perform the behaviour in question.
This source claims that in the context of health behaviour, the Theory of Planned Behaviour can be expected to provide a better framework for understanding people's actions than the Theory of Reasoned Action. In particular, the model underscores the importance of assessing the extent to which target audiences possess the information needed to carry out a promoted action; the skills, resources and opportunities to act; and the support of other.
This source claims that in the context of health behaviour, the Theory of Planned Behaviour can be expected to provide a better framework for understanding people's actions than the Theory of Reasoned Action. In particular, the model underscores the importance of assessing the extent to which target audiences possess the information needed to carry out a promoted action; the skills, resources and opportunities to act; and the support of other.
Source
Alcalay, Rina & Bell, Robert "Promoting Nutrition and Physical Activity Through Social Marketing", 2000: page 11 - click here for the PDF version of this paper.
Comments
The TPB is one of the strongest in terms of broad application. When coupled with other message design and persuasion models, it offers a campaign model that easily lends itself to evaluation. The page description does not link the theory to some of the critical elements preceding attitude, norms and beliefs that need to guide this approach.
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