## Theoretical Framework The TPB posits that: - **Behavioral beliefs** lead to attitudes. - **Normative beliefs** shape subjective norms. - **Control beliefs** inform perceived behavioral control. Together, these components culminate in behavioral intentions, which ultimately guide actual behavior. ![[Screenshot 2024-10-25 at 1.07.40 PM.png]] Theory of Reasoned Action and Planned Behavior: Ultimate Guide https://www.youtube.com/watch?v=JjPa0J6q5m4&t=5s&ab_channel=HowCommunicationWorks ![[Screenshot 2024-10-25 at 12.55.04 PM.png]] ![[Screenshot 2024-10-25 at 12.55.45 PM.png]] Target: - Belief - Attitude : it's evaluation, value, good or bad, useful or not etc. - Intention: Readiness to perform -- This reminded me of [[202102082009 Assumptions may block solutions]], people's belief and attitude block solutions/ideas/ways of seeing things. ![[Screenshot 2024-10-25 at 12.56.51 PM.png]] A model of planned behavior - linking the components together (what drives behavior) ![[Screenshot 2024-10-25 at 12.57.19 PM.png]]![[Screenshot 2024-10-25 at 12.58.27 PM.png]] It is also a mathematical model. Can predict behavior ![[Screenshot 2024-10-25 at 12.58.43 PM.png]] - Importance Others" - for Normative norms -- whose opinion more important to influence me - ![[Screenshot 2024-10-25 at 1.00.26 PM.png]] - Behavior intention = attitude + subjective norms - Readiness = - Evaluation of that behavior (Attitude related - Is it a good outcome? Good for me? etc) If they have a good attitude towards that behavior will have positive evaluation - what other expect me to do. = Subjective norms. What we think those people want us to do. - e.g does my partner want me to do it? does my friends want me to do it .. etc. . ![[Screenshot 2024-10-25 at 1.02.26 PM.png]] - Attitude - Belief strength - what i believe about that behavior (Exercise makes me look better. e.g) each belief, there is a strength (how certain or uncertain.. "how sure are you?) - Multiply - Outcome evaluation - Is the outcome something i like or dislike? (e.g If i workout, i will lose weight and look better, if i workout, i will get injured) - Can calculate a score ![[Screenshot 2024-10-25 at 1.04.34 PM.png]] Subjective Norms = Sum of Normative beliefs x motivation to comply - Do i believe that my doctors want me to believe - Normative beliefs - Motivation to comply = important people in my life, when it comes to exercise.. how motivated do i listen to their views. Two types of Subjective Norms ![[Screenshot 2024-10-25 at 1.08.20 PM.png]] - Injunctive - what i think other people think i SHOULD do. - Descriptive - What i think most people do. (my belief of what other people ARE doing) ![[Screenshot 2024-10-25 at 1.10.10 PM.png]] - Normally intention and behavior link is strong - Like voting behavior, consumer behavior. Usually correlated. ![[Screenshot 2024-10-25 at 1.10.53 PM.png]] - When people don't have direct control of their behavior - Intention is to get marry but not within control ![[Screenshot 2024-10-25 at 1.11.18 PM.png]] Addition perceived behavioral control is a new component to the old theory ![[Screenshot 2024-10-25 at 1.11.45 PM.png]] - Control beliefs - Belief about whether certain things are an obstacles to my goal (like exercise), "i believe i need to have lots of time to exercise" -- this affect adoption of behavior - power of control factors - How power is this factor from stopping me (If i believe that i need expensive equipment to exercise, then that belief has lots of power). (Some patients believe that only when they have recovered, they can return to work) Can account for some behavior - e.g why people are not eating fresh foods/vegatables. - Can explain using "Perceived behavioral control" to predict and explain