Theory of Planned Behaviour

Summary

The theory of planned behavior helps explain how people make decisions, such as purchasing a smartphone. This theory considers three key factors: attitude towards the behavior (whether buying the phone makes sense), subjective norms (how social influences impact the decision), and perceived behavioral control (how easy it is to act on the decision). Positive views in all three areas increase the likelihood of purchasing. The script illustrates how this theory applies in marketing, emphasizing the importance of influencing opinions, social validation, and ease of use to drive consumer behavior.

Takeaways

• 📱 The decision-making process, such as buying a smartphone, is influenced by various factors and information sources.
• 💡 The Theory of Planned Behavior is a useful framework to understand why people make certain decisions or act in specific ways.
• 🧠 Attitude towards a behavior is one key factor—it involves the belief that a particular action has positive or negative outcomes for the individual.
• 👥 Subjective norms play a role—these include social influences, such as opinions of friends, cultural norms, and the perceived expectations of others.
• 🤔 Perceived behavioral control reflects how easy or difficult a person believes it is to perform a certain action or behavior.
• ✅ When an individual has a positive attitude, favorable social norms, and believes the behavior is easy to perform, they are more likely to form an intention to act.
• 🔍 In the context of buying a smartphone, people gather information, seek opinions, test products, and weigh options before making a decision.
• 📊 Modern marketing utilizes this theory by providing abundant information, social proof, and opportunities to try products before committing.
• 🔄 The combination of positive attitudes, social approval, and ease of use significantly increases the likelihood of a consumer purchasing a product.
• 🌐 Digital marketing strategies aim to master these elements to effectively reach and persuade online consumers.

Q & A

What is the theory of planned behavior?

The theory of planned behavior is a psychological theory that explains and predicts how behaviors form based on an individual's attitude towards the act, subjective norms, and perceived behavioral control.

How does the attitude towards the act influence our decision-making?

The attitude towards the act refers to an individual's belief about whether a certain behavior or act makes a positive or negative contribution to their life. For example, in the context of buying a smartphone, it means believing that purchasing a certain phone makes sense for you.

What is subjective norm and how does it affect our behavior?

Subjective norm focuses on the social influences around an individual, such as their social network, cultural norms, and group beliefs. It affects behavior by shaping our opinion on what others think about us performing a certain action, like owning a specific smartphone.

Can you explain perceived behavioral control?

Perceived behavioral control is an individual's belief about how easy or difficult it is to perform a certain behavior. In the context of buying a smartphone, it's about forming an opinion on how easy or hard it is to handle different models.

How do these constructs predict behavioral intention?

The theory of planned behavior predicts that a positive attitude towards the act, favorable social norms, and a high level of perceived behavioral control are the best predictors for forming a behavioral intention, which in turn leads to the actual behavior or action.

What happens if one or more of the constructs are unfavorable?

If one or more of the constructs (attitude, subjective norm, perceived behavioral control) are unfavorable, the likelihood of performing the behavior decreases. For instance, if you think a smartphone is not a good idea or others don't approve, you're less likely to buy it.

Why is the theory of planned behavior important in marketing?

The theory of planned behavior is crucial in marketing because it helps understand consumer behavior and predict purchasing decisions. It allows marketers to influence attitudes, norms, and perceived control to encourage desired behaviors.

How does the abundance of information affect our purchasing decisions?

The abundance of information allows us to form well-informed opinions and makes it easier to compare products. Ratings, reviews, and discussions contribute to our subjective norms and perceived behavioral control, influencing our decisions.

What role do marketing strategies play in shaping our behavior according to the theory?

Marketing strategies play a significant role by providing information, shaping attitudes, and creating a sense of social approval (subjective norms). They also offer trials and demonstrations to enhance perceived behavioral control, thus influencing our behavior.

How does the theory of planned behavior apply to digital natives?

For digital natives who spend a lot of time online, the theory of planned behavior is especially relevant as they are constantly exposed to online marketing, reviews, and trials. Their behavior is heavily influenced by online social norms and perceived ease of use in the digital space.

What are some examples of how marketing prompts us to test products before subscribing?

Marketing often prompts us to test products through free trials, demos, or limited access to web platforms and services. This allows us to evaluate our perceived behavioral control and see if the product fits our needs before making a commitment.