Friday, November 15, 2019
Brand Awareness

The Power of Intention

The key component of the Theory of Planned Behavior (TPB) is intent. TPB predicts an individual’s intention to engage in a particular behavior at a specific place and time. The Theory has been used successfully to predict and explain a wide range of health behaviors and intentions but it has its limits due to its inability to consider environmental and economic influences. TPB distinguishes between three types of beliefs – normative, behavioral, and control and is comprised of six constructs that together represent a person’s self-control over the behavior: Attitudes Behavioral intention, Subjective norms, Social norms, Perceived power, and Perceived behavioral control. For example, the Department of Human Health and Services recently conducted a study using TPB to test the efficacy of this theory in predicting condom use behavior among collect students in the US. The study revealed that the attitude of the participants toward the use of condoms is influenced by subjective norms and perceived behavioral control, thereby influencing their intentions to use condoms. The theory revealed that due to college students’ risky sexual behavior, health practitioners should design programs to influence attitude toward condom use, subjective norms and perceived behavioral control amongst this group. The goal is to influence intentions that will translate to actual use of condoms.

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