Theory of Planned Behaviour - Building Block

This is a building block (i.e. essay plan) for talking about the theory of planned behaviour. I was never completely one hundred per cent confident about this topic but it did come up in my actual exam. So I did use some of these points and studies.

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Building Block: Theory of Planned Behaviour (24 Marks)
AO / IDA Content of paragraph
AO1 Ajzen ­ decision to engage in behaviour is predicted by their intention to engage.
Behavioural attitude ­ their attitude towards the behaviour, based on beliefs
Component about consequences and their evaluation.
s Subjective norms - subjective awareness of social norms, based on own beliefs
about significant others' opinions and whether their opinion is valuable to them
or not.
Perceived behavioural control ­ degree of personal control the individual feels
they have over the behaviour despite barriers.
AO1 Has been applied to campaigns in order to prevent addiction.
Behavioural attitudes ­ US Office of National Drug Control Policy's campaign to
Application lower teen marijuana use. Success was due to changing attitudes of the drug's
effects. (Slater et al.)
Subjective norms ­ should publish statistics in smoking campaigns, as teens may
feel because they are in a smoking group, smoking is the norm. Statistical
information should correct this. (Wilson and Kolander)
AO2 Research tends to rely on self-report techniques and this leaves data vulnerable
to self-presentation biases.
Self-Report Albarracin et al. found that attitudes/intentions assessed are poor
Techniques representations of real life and poor predictors of behaviour.
Under that circumstance, a smoker may have a completely different attitude to
how they would around heavy smokers, for example.
AO2 The TPB overlooks other factors.
Topa and Moriano ­ group variables (identification with peers etc.) could play a
Other key role in addictive behaviour.
Factors This shows that intention to either pursue or quit addictive behaviour might not
just be due to the TPB's components.
AO2 Alcohol and drugs can produce a difference between intention and actual
behaviour, which is consistent with Steel and Joseph's theory of `alcohol
Influence of myopia.'
Alcohol and MacDonald et al. ­ alcohol intoxication increased measured intention to engage
Drugs in risky behaviour.
AO2 Armitage et al. ­ TPB is too rational and fails to take into account emotions and
compulsions, which people may find impossible to anticipate.
Too These strong emotions explain why people act irrationally and fail to carry out
Rational intended behaviour, even if it's in their best interest.
Must have 2 detailed points of AO1 and 4 detailed evaluative points of AO2 = 12 marks


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