Theory of planned behavior

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The theory of planned behavior (TPB) is a psychological theory that links beliefs to behavior. The theory maintains that three core components, namely, attitude, subjective norms, and perceived behavioral control, together shape an individual's behavioral intentions. In turn, a tenet of TPB is that behavioral intention is the most proximal determinant of human social behavior. The theory was elaborated by Icek Ajzen with the purpose of improving the predictive power of the theory of reasoned action (TRA). Ajzen's idea was to include perceived behavioral control in Theory of Planned Behavior (TPB). Perceived behavior control was not a component of theory of reasoned action (TRA). Theory of Planned Behavior (TPB) has been applied to studies of the relations among beliefs, attitudes, behavioral intentions, and behaviors in various human domains. These domains include, but are not limited to, advertising, public relations, advertising campaigns, healthcare, sport management consumer/household...

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