Consumer Behavior(Theory of Planned Behavior) Ppt 3.pptx

Theory of Planned Behavior

1. CONSUMER BEHAVIOR

2. THEORY OF PLANNED BEHAVIOR The Theory of Planned Behavior ( TPB ) started as the Theory of Reasoned Action in 1980 to predict an individual's intention to engage in a behavior at a specific time and place. The theory was intended to explain all behaviors over which people have the ability to exert self-control. The key component to this model is behavioral intent; behavioral intentions are influenced by the attitude about the likelihood that the behavior will have the expected outcome and the subjective evaluation of the risks and benefits of that outcome.

3. THEORY OF PLANNED BEHAVIOR The TPB has been used successfully to predict and explain a wide range of health behaviors and intentions including smoking, drinking, health services utilization, breastfeeding, and substance use, among others. The TPB states that behavioral achievement depends on both motivation (intention) and ability (behavioral control). It distinguishes between three types of beliefs - behavioral, normative, and control. The TPB is comprised of six constructs that collectively represent a person's actual control over the behavior

4. THEORY OF PLANNED BEHAVIOR

5. ATTITUDES Your attitude towards a behavior will affect how likely you are to perform that behavior . If you believe that the behavior will make a positive difference in your life, then it’s more likely that you will perform the behavior . Example: Let’s consider the likelihood that you will take a new course to improve your skills. If you believe the course improves the chances of getting a promotion, then you are likely to have a positive evaluation of the behavior (taking the course). If you think that the course won’t lead to a promotion and would also take a lot of your spare time, then you’re more likely to have a negative evaluation of the course. In short, attitude answers the question, “What do I think”?

6. SUBJECTIVE NORMS Subjective norms look at what others in your social circle, the people that you interact with, think about the behavior. Your behavior is to some extent shaped by what others believe, particularly those close to you. Example: If people at your workplace took the course (the behavior) you are considering and found it beneficial, then you are more likely to want to take the course. Note that, just because others close to you have particular attitudes and beliefs, it doesn’t mean you will always view the world in the same way. In short, subjective norms answers the question, “What do others think”?

7. PERCEIVED BEHAVIORAL CONTROLS Perceived behavioral controls look at whether you believe you have the tools or the means required to exhibit the behavior. If you think that you’re not clever enough to take the course then you’re less likely to take it. Similarly, if you believe that you can’t afford the course then you’ll be less likely to sign up for it. In short, perceived behavioral controls answers the question, “Can I do it”?

8. INTENTIONS So far we’ve stated that your behavior is a function of your attitudes, subjective norms, and perceived behavioral controls. It is also a function of your intentions, which you can think of as being your desire to perform the behavior. Imagine that you have some desire to take the course but you haven’t actually signed up for it yet. Why not? It’s because there is a gap between your intention and your behavior. One way to overcome this gap is by making a plan, for example, simply planning out what action you will take and when. In psychological parlance, this plan goes by the name of an implementation intention.

9. THEORY OF PLANNED BEHAVIOR EXAMPLE A retail store has just launched its online store. While the intention is that people move from buying in-store to online, nobody is behaving this way. Let’s find out why. A survey of existing customers, shaped by the Theory of Planned Behavior, is used to understand customer beliefs about online shopping. By asking a set of open-ended questions, the relevant barriers and attitudes become clear.

10. THEORY OF PLANNED BEHAVIOR EXAMPLE 1. ATTITUDES In the survey, people share their attitudes towards online shopping. Some customers understand the convenience of shopping online, while others want to buy in-store rather than wait for delivery. Many of the store’s customers are older and believe it is not safe to use a credit card online . 2. SUBJECTIVE NORMS Respondents say that their friends and family who have tried shopping online, have not had problems with making a purchase. Respondents noted that their younger friends actually prefer to buy online.

11. THEORY OF PLANNED BEHAVIOR EXAMPLE 3. PERCEIVED BEHAVIORAL CONTROL When asked about barriers to shopping online, many older customers shared that they find technology confusing, and this is preventing them from making a purchase. The survey also threw up some other issues: Some people like to touch and inspect products before they buy them. Most people were not aware that it was possible to buy the store’s products online . 4. INTENTION In the survey, many customers highlighted that the would like to use the online store but had not done so yet simply because they found it all a little overwhelming.