Change Behavior by Icek Ajzen
In 1991, Icek Ajzen gave the theory of planned behavior. This theory states that the change of behavior must be planned. Intentions of people are influenced by the beliefs of people and the social pressure to match wishes of others. According to this theory; the actions of human are guided by two types of considerations:
- Behavioral beliefs: different individuals have different beliefs. The reasons behind the alterations in behavior can be explained. There can be different attitudes of different people toward behavior. The determinants of behavioral beliefs are: perceived behavioral control and salient referents. For example, a person may believe that reducing the intake of salt in diet leads to reduction in blood pressure. Thus the attitude towards behavior is also determined by the evaluation of outcomes that are associated with behavior. Normative beliefs: normative beliefs are the individual’s perception about the behavior and the subjective norms are the perception that individuals form of the social pressures.
- Control beliefs: these are the individual’s belief about the factors that assist the performance. In the theory of planned behavior, Ajzen stated that knowledge of the behavioral control came from the concept of self-efficacy given by Bandura. Self efficacy refers to the conviction that the behavior can be successfully executed for the production of desired outcome. It is used for the behavioral control. The theory seeks to explain that why are certain actions performed by individuals. If a person has an intention to perform a behavior it does not actually mean that the person will actually perform it. There may be some unwanted conditions due to which the person may be unable to perform it. Also, the time that passes between making an intention and actually carrying out the behavior is influential. If the duration is small then it is more likely that the behavior will be performed efficiently. Resources like time, money are also essential. This theory of planned action is a successor of theory called theory of reasoned action. This theory assumes that the individuals consider the consequences of performing the behavior before performing them actually. Intentions are develop from individual’s perception.
Written by: Matt
We also suggest this relevant article if you have time: Functions of Management in Business Organizations
Some other similar articles
Tagged as ajzen, alterations, belief, blood pressure, control beliefs, conviction, desired outcome, determinants, duration, intention, perception, referents, self efficacy, social pressures, subjective norms, theo, theory of planned behavior, theory states, time money, unwanted conditions + Categorized as Business, Economy articles, Marketing & PR