Theory of planned behavior  

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Kunstformen der Natur (1904) by Ernst Haeckel
Kunstformen der Natur (1904) by Ernst Haeckel

In psychology, the theory of planned behaviour (abbreviated TPB) is a theory that links one's beliefs and behaviour.

The theory states that intention toward behaviour, subjective norms, and perceived behavioural control, together shape an individual's behavioural intentions and behaviours.

The concept was proposed by Icek Ajzen to improve on the predictive power of the theory of reasoned action by including perceived behavioural control. It has been applied to studies of the relations among beliefs, attitudes, behavioural intentions and behaviours in various fields such as advertising, public relations, advertising campaigns, healthcare, sport management and sustainability.

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