Theory of Planned Behavior
Intention drives behavior, shaped by attitudes, social pressure, and how much control a person feels.
Storyboard
Each row maps to one animated Remotion scene.What it is
The Theory of Planned Behavior predicts deliberate behavior from a person's intention to perform it. It extends earlier reasoned-action models by adding perceived behavioral control, recognizing that intention alone does not carry the day when people doubt their ability to act.
The core idea
Behavioral intention is shaped by three inputs: a person's attitude toward the behavior, the social pressure they perceive from important others, and how much control they feel they have. Stronger and more aligned inputs produce stronger intentions and, in turn, behavior.
How it is used
Researchers use the model to identify which of the three drivers is weakest for a target behavior and to design interventions that strengthen it. It supports survey instruments, formative research, and the targeting of attitudes, norms, or control beliefs in health promotion.
In practice
A campus program to raise physical activity surveys students, finds that perceived control is the weak link, and responds with free, low-barrier drop-in sessions that make exercise feel achievable rather than just desirable.
Primary references
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Source
Adapted by AURA Lab from University of Twente, Communication Theories (2026).