Posted in Marketing and Strategy Terms, Total Reads: 1218
Definition: Change Behavior Ajzen
The theory of planned behavior, developed by Ajzen, states that the behavior of a person is determined by his behavioral intensions which in turn are shaped by attitude to behavior, subjective norms and perceived behavioral control.
Attitude towards behavior is defined positive or negative feelings of an individual while performing behavior. Subjective norm is whether a person feels that the behavior performed by him is important to the people around him. Behavioral control is how difficult a person perceives performing a particular task to be.