Theory of Planned Behavior (Icek Ajzen): The basic model
(ATT=Attitude; SN=Social Norm; PBC=Perceived Behioral Control; INT=Intention; BEH=Behavior)
Theory of Reasond Action
One example for one variation of the theory
A measurement model for a latent variable
An example for a full SEM (Structural Equation Model) with observed (rectangles) and latent (circles) variables
Expectancy-value-model of attitudes
(Fishbein & Ajzen 1975)
belief 1
*
evaluation 1
--->
attitude 1
belief 2
*
evaluation 2
--->
attitude 2
belief 3
*
evaluation 3
--->
attitude 3
Attitude α attitude 1 + attitude 2 + attitude 3
with α = „is directly proportional to“
Examples for Questions for the application of the Expectancy-Value-Model (here: of Social Norm)
Labeled
Values
Labeled
Values
-3
3
SNB1
My family thinks that, I should/ should not
start a business within the next two years.
I should
I should not
-3
3
SMC1
What my family thinks I should do matters
to me.
Not at all
Very much
Labeled
Values
Labeled
Values
-3
3
SNB2
My friends think that, I should/ should not
start a business within the next two years.
I should
I should not
-3
3
SMC2
What my friends think I should do matters
to me.
Not at all
Very much
Labeled
Values
-3
3
SNB3
My partner thinks that, I should/ should not
start a business within the next two years.
I should
I should not
SMC3
Labeled
Values
-3
3
Value
What my partner thinks I should do matters
to me.
Not at all
Very much
SNB4
Labeled
Values
-3
3
Value
My colleagues think that, I should/ should
not start a business within the next two
years.
I should
I should not
SMC4
Labeled
Values
-3
3
Value
What my colleagues think I should do
matters to me.
Not at all
Very much
SNB5
Labeled
Values
-3
3
Value
My boss thinks that, I should/ should not
start a business within the next two years.
I should
I should not
SMC5
Labeled
Values
-3
3
Value
What my boss thinks I should do matters to
me.
Not at all
Very much
References
Ajzen, Icek (1988): Attitudes, personality, and behavior. Chicago: Dorsey Press
Fishbein, Martin & Icek Ajzen (1975): Belief, attitude, intention, and behavior: An introduction to theory and
research. Reading, MA: Addison-Wesley
see a short explanation of the TPB and an application in:
Bamberg, Sebastian & Peter Schmidt (2003): Incentives, Morality, Or Habit? Predicting Students’ Car Use for
University Routes With the Models of Ajzen, Schwartz, and Triandis. In: Environment and Behavior, Vol. 35 No.
2, pp. 246-285
http://eab.sagepub.com/content/35/2/264.abstract (free inside Gießen University)
ask me for more examples if you are interested in applying the TPB.