Planned Behavior Theory

The main theme in planned behavior theory is that the best way to predict and explain a person’s behaviors is through that person’s behavioral intentions. The theory assumes that (1) people tend to behave rationally and to systematically make use of information that is available to them when deciding to act or not to act, (2) people’s actions are guided by conscious motives and not by unconscious motives, and (3) people consider the implications of their actions before they decide to act or not to act (Ajzen & Fishbein, 1980; Fishbein & Ajzen, 1975).

Based on these assumptions, the theory was originally called the theory of reasoned action (Ajzen & Fishbein, 1980). According to the theory, a person’s attitude and subjective ...

Get Management and Organization Theory: A Jossey-Bass Reader now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.