Theory of Planned Behaviour

THE THEORY OF PLANNED BEHAVIOUR (TPB)

• Main Assumptions
• one of several cognitive theories that leads to a persons decision to engage in a particular behaviour.
• an individuals decision to engage in a particular behaviour can be predicted by their intention to engage in that behaviour
• Intention is a function of 3 factors:
• 1. Behavioural attitude- product of personal views
• 2. Subjective norms - a product of social influence
• 3. perceived behavioural contol is assumed to act either on intention or to behave ina  particular way, or directly on the behaviour itself.
• TPB as a model for addiction prevention
• Changing behavioural attitude
• US office of national drug control policy launched a campaign in 2005 to lower teenage marijuana use. 
• effectiveness of this campaign attributes its success to its influence on attitudes. 'Above the Influence' and tried to create a different attitude towards the effect of taking marijuana, it is inconsistent with being autonomous and achieving aspirations.
• Changing Subjective Norms
• anti drug campaigns seek to give adolescents actual data about the percentage of people engaging in risky behaviour
• in order to change subjective norms
• most adolescents do not smoke so exposure to accurate statistical information should correct…