THEORY OF PLANNED BEHAVIOR
Steven Brantley
9 October 2014
H 571 – Principals of Health Behavior
Theory of Reasoned Action
• Basis for the Theory of Planned Behavior
• Attitude
• Belief and evaluation of the behavior
• Subjective norms
• Opinions of others and motivation to comply
Theory of Planned Behavior
Perceived Behavioral Control
• Objective realities interpreted by individuals
• External factors
• “Will and skill”
• Varies greatly between people
• Can be vastly different than reality
• Perceived Behavioral Control can greatly outweigh the
other two constructs
Control Beliefs
• Can I affect the outcome in question?
• Facilitating and inhibiting factors
• Beliefs ≠ Reality
Perceived Power
• Strength of each facilitating or inhibiting factor
• Example
• A man trying to quit smoking
• Support from his wife and knowledge of the detriments of smoking
fulfill the TRA
• However the strength of his addiction and cost of smoking
cessation are inhibiting factors with immense perceived power
Theory of Planned Behavior Example
• An alcoholic is considering quitting drinking
• Known negative health outcomes
• Behavioral belief and personal evaluation of outcomes
• Positive pressure to quit from spouse and some friends,
negative pressure from co-workers and other friends
• Normative beliefs, hold different weight
• Resources to quit are readily available, and they are
motivated despite the addiction
• External and internal perceived control factors
So where does this theory
fit in the TTI?
THE THEORY OF TRIADIC INFLUENCE
Levels of
Causation
Ultimate
Causes
Intrapersonal Stream
Biological/Nature
BIOLOGY/
PERSONALITY
1
Social/
Personal
Nexus
Distal
Influences
Expectancies
& Evaluations
2
Sense of
Self/Control
Self
Determination
Proximal
Predictors
Decisions
8
Skills:
Social+General
14
SOCIAL
SITUATION
CULTURAL
ENVIRONMENT
4
Interpersonal
Bonding
5
9
10
l
Motivation
to Comply
Information/
Opportunities
11
Perceived
Norms
12
Values/
Evaluations
16
Knowledge/
Expectancies
17
20
21
DECISIONS/INTENTIONS
22
Trial Behavior
EXPERIENCES: Expectancies -- Social Reinforcements -- Psychological/Physiological
Experiences
18
ATTITUDES
TOWARD THE
BEHAVIOR
SOCIAL
NORMATIVE
BELIEFS
19
6
Interactions w/
Social Instit’s
Others’
Beh & Atts
15
SELF-EFFICACY
BEHAVIORAL
CONTROL
Cultural/Attitudinal Stream
Nurture/Cultural
3
Social
Competence
7
13
Affect and
Cognitions
Social/Normative Stream
23
J
K
Related Behaviors
THE THEORY OF TRIADIC INFLUENCE
Levels of
Causation
Ultimate
Causes
Intrapersonal Stream
Biological/Nature
BIOLOGY/
PERSONALITY
1
Social/
Personal
Nexus
Distal
Influences
Expectancies
& Evaluations
2
Sense of
Self/Control
Self
Determination
Proximal
Predictors
Decisions
8
Skills:
Social+General
14
SOCIAL
SITUATION
CULTURAL
ENVIRONMENT
4
Interpersonal
Bonding
5
9
10
l
Motivation
to Comply
Information/
Opportunities
11
Perceived
Norms
12
Values/
Evaluations
16
Knowledge/
Expectancies
17
20
21
DECISIONS/INTENTIONS
22
Trial Behavior
EXPERIENCES: Expectancies -- Social Reinforcements -- Psychological/Physiological
Experiences
18
ATTITUDES
TOWARD THE
BEHAVIOR
SOCIAL
NORMATIVE
BELIEFS
19
6
Interactions w/
Social Instit’s
Others’
Beh & Atts
15
SELF-EFFICACY
BEHAVIORAL
CONTROL
Cultural/Attitudinal Stream
Nurture/Cultural
3
Social
Competence
7
13
Affect and
Cognitions
Social/Normative Stream
23
J
K
Related Behaviors
Prenatal Drug Use Example
• Attitude Towards Behavior
• Subjective Norms
• Perceived Behavioral Control
Prenatal Drug Use Example
• Attitude Towards Behavior
• Known negative health outcomes
• Don’t care because of strong addiction, altered neural pathways
• Subjective Norms
• Perceived Behavioral Control
Prenatal Drug Use Example
• Attitude Towards Behavior
• Known negative health outcomes
• Don’t care because of strong addiction, altered neural pathways
• Subjective Norms
• Stigmatized, but common in the population
• Families are often users too, no pressure to comply
• Perceived Behavioral Control
Prenatal Drug Use Example
• Attitude Towards Behavior
• Known negative health outcomes
• Don’t care because of strong addiction, altered neural pathways
• Subjective Norms
• Stigmatized, but common in the population
• Families are often users too, no pressure to comply
• Perceived Behavioral Control
• Difficult to enroll in treatment
• Effective live-in programs are very expensive
• Addiction magnifies these inhibitors
Information, Motivation, Skill Model
• Similar to the Theory of Planned Behavior
• Information
• What do I know (like belief/evaluation for attitude)
• Motivation
• Do I want to make a change (like attitude and subjective norms)
• Skill
• Am I capable of making change (like perceived behavioral control)
Comments or Questions?