Planned Behaviour Theory Ajzen

Posted in Marketing and Strategy Terms, Total Reads: 748
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Definition: Planned Behaviour Theory Ajzen

This theory is driven by behavioural intentions which are a function of an individual's attitude toward the behaviour, the subjective norms surrounding the performance of the behaviour, and behaviour control. 

Applications of this theory: -

  • See communicating strategies
  • Predict voting behaviour
  • Birth control behaviour

Example: - Things which can be researched using this theory can be

  • Whether to wear helmet or not
  • Consumption prediction
  • Whether to go for a regular check-up or not

 



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