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MENTAL MODEL · M0168

Theory of Planned Behavior, TPB

Theory of Planned Behavior, TPB
BehaviorHigh supportSocial Psychology
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Version 1.0.0 · Updated 2026-07-28

CORE DEFINITION

The Theory of Planned Behavior (TPB) is a behavioral decision model proposed by Icek Ajzen, primarily used to predict and understand human behavior. The TPB model mainly consists of components such as behavioral beliefs, attitude toward the behavior, normative beliefs, subjective norm, control beliefs, perceived behavioral control, behavioral intention, and behavior. Currently, the TPB has been applied in research fields related to behavior, such as advertising, marketing, public relations, healthcare, sports management, sustainability, and environmental protection.

SCAFFOLDING EFFECT

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Reduce cognitive load

The Theory of Planned Behavior (TPB) is a behavioral decision model proposed by Icek Ajzen, primarily used to predict and understand human behavior. The TPB model mainly consists of components such as behavioral beliefs, attitude toward the behavior, normative beliefs, subjective norm, control beliefs, perceived behavioral control, behavioral intention, and behavior. Currently, the TPB has been applied in research fields related to behavior, such as advertising, marketing, public relations, healthcare, sports management, sustainability, and environmental protection.

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Behavioral intention is jointly determined by attitude (evaluation), subjective norm (expectations of significant others), and perceived behavioral control (perceived difficulty); when control is weak, the predictive power of intention on actual behavior decreases. The three factors are weighted to form intention.

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Source support: Explicit

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    zh.wikipedia.orghttps://zh.wikipedia.org/wiki/%E8%A8%88%E7%95%AB%E8%A1%8C%E7%82%BA%E7%90%86%E8%AB%96ZH · Explicit
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