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Ajzen Theory of Planned Behavior

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Peter Hom

on 17 January 2019

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Transcript of Ajzen Theory of Planned Behavior

Attitude
A Learned Predisposition to Respond in a Consistently Favorable or Unfavorable Manner with Respect to a Given Object
Prime Determinants of Behavior
1) Behavioral Intentions
Intentions to Perform the Behavior
Intentions Imperfectly Predict Behavior
Intentions May Change (Unstable)
Low Control over Behavior
2) Perceived Behavioral Control
How Much Control You Have Influences Your Performance of Behavior
Applying Ajzen Theory to Predict Class Attendance
What Determines Your Behavioral Intentions
Fishbein-Ajzen Theories
1) Attitude toward the Act
Positive Attitudes Increase Intention
2) Subjective Norm
Overall Pressure by Significant Others to Perform Behavior
3) Perceived Behavioral Control
Belief That One Can Perform Behavior Increases Intentions
Predictive Validity of (Fishbein) Model
ASU STUDENTS COMPLETE ONLINE SURVEY DURING SEMESTER TO ASSESS
ATTENDANCE INTENTIONS
ATTITUDE TOWARD CLASS ATTENDANCE
SUBJECTIVE NORM TO ATTEND
PERCEIVED CONTROL OVER ATTENDANCE
ATTITUDE TOWARD ACT
TEAM APPLICATON OF AJZEN THEORY OF PLANNED BEHAVIOR
Help Team Member Perform a Desired Behavior that is Rare or Infrequent
Generate Solutions to Increase Behavioral Frequency
How Increase Behavioral Beliefs (thereby Increasing Attitude toward Act)?
How Increase Normative Beliefs (thereby Increasing Subjective Norm)?
How Increase Perceived Control?
Icek Ajzen
Which Attitude
Best
Predicts Behavior?
-Attitude toward Object or toward Behavior
Attending ASU Classes?
Attitude toward ASU?
Attitude toward Class Attendance?
Martin Fishbein
University of Pennsylvania
THEORY OF REASONED ACTION
THEORY OF PLANNED BEHAVIOR
THEORY OF PLANNED BEHAVIOR
Attendance at ASU Football Games?
Attitudes toward Football Team?
Attitude toward Attending Games?
REASONED ACTION APPROACH
FISHBEIN-AJZEN (2010)
STRENGTH OF ATTITUDE-BEHAVIOR RELATIONSHIP
WICKER (1969) REVIEW OF 50 STUDIES
"Taken as a whole, these studies suggest that... attitudes will be unrelated or slightly related to overt behaviors"
"The review provides little evidence to support the existence of stable, underlying attitudes within the individual which influence his action"
RECENT META-ANALYSIS OF ATTITUDE-BEHAVIOR RELATION
MEAN CORRELATION = .36
Greenwald, Poehlman, Uhlmann & Banaji (2009)
Act
Intent
CONTROL
INTENT
Subjective Norm
Intent
Normative
Beliefs
Subjective
Norm
Meta-Analysis:
r = .66
for Model predicting Behavioral Intentions
Sheppard, Hartwick & Warshaw (1988)
What are Your Attitudes toward Class Attendance?
-Take Brief Survey
Volunteering for Animal Shelter?
Attitude toward the Animal Shelter
Attitude toward toward Volunteer Work for
Shelter?
(attitude toward objects)
Subjective Norm
Perception that Most People Who are Important to a Person Thinks The Person Should or Should Not Perform the Behavior
Attitude toward Act
Person's Positive or Negative Evaluation of the Act
PERCEIVED BEHAVIORAL CONTROL-A Person's Belief about the Ease or Difficulty of Performing a Behavior.
Injunctive Norm = Social Pressure on Person to Perform the Act
Descriptive Norm = A Person's Perception of the Pervasiveness of the Act by Others
BEHAVIORAL BELIEFS CAUSE
ATTITUDE TOWARD THE ACT
Behavioral Belief = A Person's Belief about the Consequences of Performing a Behavior
If You Believe that There are Many Positive Consequences for Engaging in an Act, You Will Have a Positive Attitude about Act
Normative Beliefs Cause the Subjective Norm
Normative Beliefs = a Person's Beliefs about Other People's Expectations that the Person Should Perform the Behavior
If You Believe Many People Expect You to Perform the Behavior, You will Feel a
Strong Subjective Norm (Pressure)
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