The Theory Of Planned Behaviour

In this report it will investigate at least three recent health education campaigns and use them to explain two models of behaviour change. The three recent health education campaigns will be ‘Smoke Free’, ‘Change4Life’ and ‘FRANK’. The two models of behaviour change will be the theory of reasoned action and the stages of change model.

This theory was first created by Ajzen and Fishbein in 1980. This theory provides a framework to study the attitudes that support behaviours and suggests that the most important determinate of an individual’s behaviour is their behavioural intent. This is the individual’s intention to preform a certain behaviour, which is formed from a combination of their attitude towards the behaviour and the subject norm. (The subject norm is the individual’s perception of what others expect them to do).

It has substantial success in predicting a variety of behaviors (Conner & Sparks, 1996). It details the causes of an individual's decision to behave in a particular manner. Theory of Planned Behavioral is rooted in the fact that behavior reflects expected value. It aims to explain rationally motivated, intentional health and non-health behaviors. Extremely specific behavioral intentions measures that closely match the intended behaviors are used in the Theory of Planned Behavior. Behavioral intention measures can assess planning. The Theory of Planned Behavioral provides an account of the elements of behavior when both motivation and opportunity to process information are high (Conner & Armitage, 1998). Self-efficacy plays a vital role in this

planned behavior, if we want to predict a behavior we need to know three things: (1) attitude

Engaging in exercise everyday would help reduce the risk of lifestyle diseases, such as diabetes and cardiovascular diseases. The counties could also educate the people on the dangers of smoking and as such spearhead campaigns to help people quit smoking. The theory of planned behavior is used to predict deliberate behavior in individuals since behavior can be planned and deliberative. The theory could be applied in reversing the health trends in the counties with emphasis on whether to exercise or use condoms when having sex. Further, there exists a correlation between independently healthy eating behaviors with barriers, such as attitude, perceived behavioral control, and subjective norm, evident in the theory of planned behavior3. The health policymakers in the counties would have to assume that people process every piece of information and act accordingly and thus would be compelled to quit smoking and result to exercise. This theory would fit the intervention plan due to its efficiency to explain intention, perceived behavioral control being as important as attitude across health-related behavior

A theory often used in the research of individual health behavior and behavioral intentions is the theory of planned behavior (Ajzen, 1991). According to this theory, the performance of any behavior depends on behavioral intention. Behavioral intention is viewed as being dependent on behavioral beliefs (e.g., attitude towards the behavior), normative beliefs, and control beliefs. Normative beliefs are beliefs about the expectations of others, and control beliefs are beliefs about the factors that may help or hinder the performance of the behavior. The framework for the study of physical activity discussed earlier by Armitage (2005) is based on this theory. That study found that behavioral beliefs, normative beliefs, and control beliefs all contribute to physical activity behavior.

Choosing a theory which is useful for a certain situation begins with an assessment and a certain process, which generates assumptions about a behaviors, health problems, target populations, or the environment. For instance, the theory of planed behavior, measures the relationships between, a person’s beliefs, attitudes, intentions, behavior, and perceived control over that behavior (National Cancer Institute, 2005). I find this theory very useful while identifying why some people continue to expose their skin to harmful UV radiation, and place themselves at risk for skin cancer.

Attitudes, values, beliefs, knowledge and behaviour are the focus of attention. Smoking, alcohol consumption, diet, exercise and the utilisation of healthcare services are usually highlighted in this perspective for these are considered to be areas of activity and decision making in which individuals make free choices. Cultural or behavioural explanations view consumption patterns as a reflection of cultural differences in the way individuals live their lives. Lifestyle are thought to be shaped by the traditional values and socially accepted patterns of behaviour found within the wider communities in which individuals and families

Self persuasion theory, Chaiken (1995) identified individuals superficially rely on a heuristic cues including believing arguments involving statistical figures/facts to be more true. Therefore, incorporating relevant statistics of binge drinking can be persuasive. However, the theory of Planned Behaviour Ajzen, demonstrates that persuasion campaigns which only provide negative information (side effects of binge drinking) are not effective. Due to increasing knowledge alone is not effective in changing attitudes towards binge drinking. Whereas, campaigns in which include perceived norms, control and attitudes are more persuasive. Thereby, relevant statistics will persuade students to consider the negative impact of binge drinking, although, other information including control and perceived norms will enhance persuasiveness. An example of this within a persuasive campaign includes; Drinkaware campaigns studying drinking culture among young adults, states: "Many say they feel like they have to be drunk to have a good time. Our research shows that six in ten people aged 18-24 say they drink with the intention of getting drunk at least occasionally”. Thereby, highlighting perceived norms in relation to drinking. Drinkaware also concludes the negative impact upon health through statistics; “Regularly drinking more than two standard drinks increases your risk of alcohol caused disease including

For the precaution adoption process, a real world application is eating healthy and exercising to control weight. While an individual may be well aware that he/she has an unhealthy diet, they may lack the motivation to make the necessary changes. Motivation is vital if the precaution adoption model is to be successful. A cross-sectional survey among 979 non-obese adults, aged 25-35 years, was conducted. Perceived behavioral control was lowest among people who had decided to prevent weight gain, only 85% surveyed intended to prevent weight gain (Wammes, Kremers, Breedveld, & Brug, 2013). Acknowledging there is a risk, or potential for risk is great but without motivation the problem/risk will persist and likely get out of hand. The similarities found in all the models is that they are all centered around individuals and their choices and decisions on whether or not to make the best of their choices.

When considering health psychology it is important to recognise the various models it is made up of. The basis of this essay will be to take a look at the health belief model and the theory of planned behaviour, considering their historical origins, the positives and negatives of applying these approaches and examples of when they have been used. After some analysis it may offer some insight into possible improvements that could be implemented from further research. Also included will be an overview of how the models compare to each other and critical evaluation of research from this field.

Do attitudes predict behaviour? It is not easy to find the correct answer to this question. The relationship between attitudes and behaviour is one of the most controversial topics in social psychology. This essay explores whether attitudes can predict behaviours using two of theories of behaviour change: Cognitive Dissonance theory (Festinger, 1957) and Self-Perception Theory (Bem, 1965, 1967).

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

From Week 4 lecture, I have learnt about the Theory of Planned Behaviour. Initially, I thought that if a person intend to do something, they will put in their best effort to do it. However, I realized that I was wrong because ‘intention does not always accurately predict behaviour when there is a reflex or conditioned response involved.’(Long-Crowell, 2003) For example, ‘my friend with a phobia may intend to stay calm and collected when faced with their fear, but may end up having a panic attack instead.’(Long-Crowell, 2003) After this lecture, I have learnt that this theory explores the relationship between attitudes and behaviour. A person who have the intention to change is determined by attitude, subjective norms and perceived behavioural control. For example, a person who know about the negative effects are more willing to quit smoking.

The TPB (Ajzen, 1985; 1991) was developed following an extension of the socio psychological Theory of Reasoned Action or TRA (Ajzen and Fishbein, 1980; Fishbein and Ajzen, 1975) as a result of the original model’s limitations in dealing with behaviours over which people have incomplete volitional control. According to the theory, both attitude toward behaviour (Act) and subjective norms (SN) are immediate determinants of intention to perform behaviour. The TPB further proposes that intention to perform behaviour is the immediate cause of such behaviour. It represents motivational components, that is, the extent to which a person will exercise conscious effort in carrying out any intended behavioural actions.