Tpb Theory

In addition to examining the quality of motivation as a factor influencing behavioral engagement, researchers have also investigated models of behavior-specific, social-cognitive determinations of behavior such as the theory of planned behavior (TPB). The “theory of planned behavior” (TPB), developed by Ajzen and Fishbein (1980) is one of the most parsimonious models and has demonstrated efficacy in explaining variance in intention and behavior in a number of contexts (Armitage & Conner, 2001). TPB proposes that intention is the proximal determinant of behavior and is determined by three constructs: attitude (viewed as a positive or negative evaluation towards performing a behavior); subjective norm (which is the perception of the beliefs of …show more content…
Gollwitzer (1993) proposed use of the self-regulatory strategy of forming implementation intention to facilitate the intention to behavior process. Various studies have provided support for the use of implementation intentions showing that implementation intentions assist with quick and reliable initiation of intended behavior by increasing readiness to respond to a target situation or cue (Gollwitzer, 1993, 1999; Sheeran, 2002; Webb & Sheeran, 2007; Godin et al., 2010; Godin et al., 2013). That is, when confronted with the target situation or cue, memory for one’s goal intention is activated (i.e., easily identified or attended to) and is then followed by a series of pre-determined actions (i.e., when, where, how), which culminate in the initiation and completion of the target behavior. Studies examining the behavioral effects of intention alone compared to intention plus implementation intention have repeatedly shown that the planning from implementation intention leads to a higher likelihood that the behavior will be implemented (Gollwitzer & Sheeran, 2006).Within the blood donation context Godin and colleagues (2010) compared the impact of completing questionnaires eliciting behavioral intention only, implementation intentions only, behavioral intention plus implementation intentions and anticipated regret (asking whether one would regret not giving blood again) plus implementation intentions, on registering to donate at 6 month and 12 month follow-up. Results showed that donors in the implementation intention-only condition donated more frequently at 6 month and increased donation behavior at 12-month follow-up by 12% compared to participants in each of the other conditions. Implementation intention utilizes coping plans to