The Theory of Planned Behavior: Focus on Persuasion—#COMColloquium by Dr. Icek Ajzen

Dr. Melvin L. DeFleur Distinguished Lecture Series: Fall 2016 Dr. Icek Ajzen (Professor of Psychology Emeritus, University of Massachusetts) describes his work on the theory of planned behavior (TPB) and its use as a cohesive framework for understanding and predicting behavior and designing effective behavior change interventions. The failure of many attempts at behavior change is traced to a poor understanding of the behavior’s determinants and insufficient formative research in preparation for the intervention. A systematic approach based on the TPB is described and its correct application as well as its misapplication are discussed. Data are presented to illustrate the theory’s potential for enabling successful prediction and change of behavior.