Theory of Planned Behavior
Intention is the most important component of an individuals behavior according to Icek Ajzen’s Theory of Planned Behavior. An individual’s intentions to behave in a certain manner, to make certain choices, are influenced by their personal attitude, subjective norms, and their perceived control over that behavior.
This theory provides a foundation with which to explore the choices and behaviors of women in the preconception and conception time frame of the life cycle. The individual's choices regarding health and lifestyle in this phase are often based on beliefs of a specific behavioral impact on the success of the pregnancy. Behaviors associated with smoking, diet, and exercise are frequently changed in a manner that supports the individual's belief that the specific behavior will control or at least impact the outcome.
(Ajzen, n.d.; Ajzen, 1985; Armitage & Conner, 2001; McEwen & Willis, 2007)
This theory provides a foundation with which to explore the choices and behaviors of women in the preconception and conception time frame of the life cycle. The individual's choices regarding health and lifestyle in this phase are often based on beliefs of a specific behavioral impact on the success of the pregnancy. Behaviors associated with smoking, diet, and exercise are frequently changed in a manner that supports the individual's belief that the specific behavior will control or at least impact the outcome.
(Ajzen, n.d.; Ajzen, 1985; Armitage & Conner, 2001; McEwen & Willis, 2007)
Behavioral belief
- Individual’s belief that a specific behavior will produce a specific outcome
- This belief in combination with the values of the individual determine the attitude toward the behavior
Attitude toward behavior
- Degree to which the behavior is positively or negatively valued
- Depends on the individual's perception of the strength of the cause / effect relationship between the behavior and the outcome
Normative belief
- The individual’s perception of the behaviors that are expected by the society in which they live
- Influenced by the degree to which the individual sees the group’s expectations as important
Subjective norms
- Social pressure to behave in a certain manner
- Is an aggregate of the normative beliefs of an individual
Control belief
- Perception of factors that may help or hinder the performance of a specific behavior
- The degree to which the factor may help or hinder the performance of the behavior is determined by the individuals belief that the factor actually exists
Perceived behavioral control
- The degree to which an individual thinks that they can perform a specific behavior
- Based on the strength of the control beliefs regarding that action
Intention
- Intention is an indication of a person's readiness to perform a given behavior
- It is the immediate predecessor of behavior
- Based on attitude toward the behavior, subjective norms, and the perceived behavioral control
- Each is weighted for its importance to performing the behavior and the desired outcome
The net effect of all of these inputs is a behavior that is based on an individual’s intention to achieve a specific outcome. A trouble free pregnancy, a healthy infant, and a quick recovery are common outcomes desired by women in the preconception thru conception stage.
Choices are made based on the outcome expectancy of the specific behavior as well as the individual's belief that the behavior is accepted and expected and that it is feasible to execute. In this manner an individual plans to control outcomes by choosing specific behaviors.
One weakness of this model is that it does not include emotional variables. It is based on cognitive processing and levels of behavioral change. Many health related behaviors also contain an emotional component which is not taken into account with this theory.
A strength of this theory is that it allows for the prediction of the likelihood of and individual to perform a specific health related behavior due to the emphasis on intention.
(Ajzen, n.d.; Ajzen, 1985; Armitage & Conner, 2001; McEwen & Willis, 2007)