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Theory of Planned Behavior (TPB)

TPB adds perceived behavioural control to the factors that determine intention and behaviour.

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Theory of Planned Behavior (TPB) - Combined Chart with Negative Values
What is:

Theory of Planned Behavior (TPB)

In simple words, imagine:

Like planning to finish homework because you believe you can, you want good grades, and your friends do it too.

The Theory of Planned Behaviour (TPB) adds to TRA by considering how much control people feel they have over their actions Three factors guide our decisions:

  • Attitude: How we feel about doing something ‍
  • Subjective norm:  What we believe others think we should do ‍
  • Perceived control:  How easy or hard we think it will be

If we feel confident and supported, we’re more likely to act. TPB helps companies understand these factors to influence behaviour.

Explain it to Grandma:

Imagine deciding to start a new vegetable patch because you believe it’s healthy, your friends are doing it, and you know you can do it. This theory is about how our intentions to do something are shaped by what we believe, what others think, and how confident we feel, like starting that new patch in the garden.

Business Cases:

Toyota
MyFitnessPal
FICO
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Toyota
Prius Hybrid
Automotive

Toyota used the Theory of Planned Behavior to understand consumer intentions towards adopting eco-friendly vehicles like the Prius Hybrid, focusing on attitudes, subjective norms, and perceived behavioral control.

Result
Successful
The Prius became one of the best-selling hybrid vehicles globally, driven by a shift in consumer behaviour towards sustainability.
MyFitnessPal
MyFitnessPal App
Health Apps

MyFitnessPal applied the Theory of Planned Behavior to design its app, encouraging users to track their diet and exercise by influencing their intentions through positive attitudes and social support.

Result
Successful
The app has millions of active users who have achieved significant health improvements by using the app regularly.
FICO
FICO Score
Credit Scoring

FICO leveraged the Theory of Planned Behavior to influence how consumers perceive and manage their credit scores, encouraging better financial behavior through awareness and perceived control over their credit.

Result
Successful
The FICO score has become the standard for creditworthiness in the US, shaping consumer financial behaviour significantly.

Academic Research:

Theory of Planned Behavior (TPB)

Authors:

Icek Ajzen

Paper Link

https://scholar.google.com

Year Researched

1991

Summary:

The Theory of Planned Behaviour is an extension of the Theory of Reasoned Action. It suggests that a person's behavior is determined by their intention to perform the behavior, which is influenced by attitudes toward the behavior, subjective norms, and perceived behavioural control. This theory is often used to predict and understand human behaviour in various contexts, including health, education, and marketing.

Some links

  • https://www.sciencedirect.com/topics/psychology/theory-of-planned-behavior
  • https://link.springer.com/referenceworkentry/10.1007/978-3-319-28099-8_620-1
  • https://sphweb.bumc.bu.edu/otlt/MPH-Modules/SB/BehavioralChangeTheories/BehavioralChangeTheories3.html
  • https://en.wikipedia.org/wiki/Theory_of_planned_behavior
  • https://open.ncl.ac.uk/theories/2/theory-of-planned-behavior