Theory of Planned Behavior Flashcards
(18 cards)
Theory of Planned Behavior
What’s the trouble of prediction?
predictive specific behaviors is very difficult
Prior to the 1960s, much prediction
focused only on attitudes (with varying success)
Theory of Planned Behavior
What is the most effective way to persuade?
target people’s intentions
Central concept: Behavioral Intention
Theory of Planned Behavior
define power of norms
the perceived pressures that a person
feels from significant others to engage in
the behavior
Theory of Planned Behavior
who created/when was the initial version of theory of reasoned action created?
Fishbein & Ajzen (1975)
Theory of Planned Behavior
What are the indepedent variables of TPB?
4 total
- attitudes
- social norms
- behavioral control
- intent to act
Theory of Planned Behavior
what is the dependent variable of TPB?
behavior
Theory of Planned Behavior
What is the theory of reasoned action?
attitide toward behavior & subjective norms -> intent to act -> behavior
Theory of Planned Behavior
what type of research does theory of reasoned action use?
surveys
Theory of Planned Behavior
When/how was the theory extended?
- percieved behavioral control
- theory of planned behavior Ajzen (1991)
Theory of Planned Behavior
describe emperical/positivistic ontology approach
ontology = nature of reality/what is reality
- laws exist and restrict choice
- think…what is the nature of reality?
- Example in Communication: There is a “true” way people are persuaded, and we can find it through scientific testing.
Reality is out there. 📈
Theory of Planned Behavior
describe interpretive ontology approach
ontology = nature of reality/what is reality
- free choice
- There are multiple realities because reality is created by people through communication.
- Example in Communication: What “friendship” means depends on culture, personal experiences, and context — there’s no one “truth” to discover, only meanings to understand.
Reality is made between us. 🧩
Theory of Planned Behavior
describe critical ontology approach
ontology = nature of reality/what is reality
- Reality is shaped by social, political, and historical forces, especially power structures
- choice restrained by power
- Example in Communication: Media portrayals are not just reflections of society — they actively create and maintain inequalities.
Reality is controlled — and can be changed. 🔥
Theory of Planned Behavior
describe emperical/positivistic epistemology approch
epistemology = methods/how can we know about reality
- We can know reality by observing it carefully and objectively.
- Think scientific method: hypotheses → testing → conclusions.
- Example: We can measure the effect of message repetition on people’s memory through lab experiments.
By observing and measuring objectively 🧪
Theory of Planned Behavior
describe interpretive epistemology
epistemology = methods/how can we know about reality
- We know reality by understanding people’s experiences and interpretations
*No single “truth” — knowledge is subjective and contextual. - Example: We learn what “loyalty” means to a group by interviewing them and understanding their stories.
By understanding subjective experiences 🎭
Theory of Planned Behavior
describe critical epistemology approach
epistemology = methods/how can we know about reality
- We know reality by understanding people’s experiences and interpretations.
- Knowledge comes from exposing hidden power relations, ideology critique, and unmasking oppression.
- Example: We study media to reveal how it perpetuates colonialist thinking and push for new, emancipatory media practices.
By exposing hidden power structures and biases ⚡
Theory of Planned Behavior
decsribe empirical/positivistic axiology approach
axiology = values/What role do values play in research and knowledge
- Researchers should be objective and value-free.
- Values (like personal beliefs, emotions, politics) should be kept out of research.
- Example: A study on advertising effectiveness tries to avoid the researcher’s opinion on whether advertising is “good” or “bad.”
Keep values out — be objective 🎯
Theory of Planned Behavior
describe interpritive axiology approach
axiology = values/What role do values play in research and knowledge
- Researchers acknowledge that their values influence how they interpret people’s meanings.
- Values like empathy, cultural sensitivity, openness are seen as strengths, not weaknesses.
- Example: An ethnographer studying a religious community acknowledges their own background will shape what they notice and how they interpret.
Acknowledge values — they shape understanding 🌈
Theory of Planned Behavior
descrive critical axiology approach
axiology = values/What role do values play in research and knowledge
- Research is inherently political, and values should guide it toward liberation and social change.
- Critical theorists embrace values like justice, freedom, equity, and see research as a tool for activism.
- Example: A critical scholar analyzing racism in media openly says their research aims to promote racial equality.
Embrace values — aim for change ✊
