Essentially, the Theory of Planned Behavior says that when people have the opportunity to plan how they are going to act, the best predictor of behavior is intention, and intention is determined by the following three factors:
attitude (Do I evaluate the behavior to be negative or positive?)
perceived behavioral control (Do I think I can perform the behavior?)
subjective norms (What am I being told about the behavior by family, friends, and role models?)
The Theory of Reasoned Action/Planned Behavior has led us to target attitudes, perceived control, and subjective norms when we are trying to elicit intention to act in an audience.
Click here or watch the video below to learn more.
Glanz K. Rimer B. Viswanath K., ed Health Behavior and Health Education: Theory Research and Practice. Chapter 4. 4th ed. San Francisco: Jossey-Bass; 2008. http://s3.amazonaws.com/academia.edu.documents/33271241/health_behavior___education.pdfAWSAccessKeyId=AKIAJ56TQJRTWSMTNPEA&Expires=1467495365&Signature=gDRBexgQnDrGCmQqlriERSyhM2o%3D&response-content-disposition=inline%3B filename%3DHEALTH_BEHAVIOR_AND_HEALTH_EDUCATION_The.pdf - page=351. Accessed July 1, 2016.
Study.com. The theory of planned behavior [YouTube Video]. Sarah Bennett; 2013. Accessed July 1, 2016.
National Institutes of Health. e-Source: Behavior and Social Science Research. http://www.esourceresearch.org/Default.aspx?TabId=749. Accessed July 1, 2016.