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ChineseTheory of Planned Behavior (TPB)
计划行为理论（TPB）
Overview
概述
The Theory of Planned Behavior (Ajzen, 1991) extends the Theory of Reasoned Action by adding perceived behavioral control as a predictor of both intention and behavior. Behavioral intention is determined by three factors: attitude toward the behavior, subjective norms, and perceived behavioral control. Intention is the proximal predictor of behavior, moderated by actual control.
计划行为理论（Ajzen, 1991）是对理性行为理论的延伸，新增了感知行为控制作为行为意向和实际行为的预测因子。行为意向由三个因素决定：对行为的态度、主观规范以及感知行为控制。意向是行为的直接预测因子，受实际控制的调节。
When to Use
适用场景
- Predicting whether a target population will adopt a new behavior (health, technology, policy)
- Diagnosing the intention-behavior gap — why people intend to act but do not follow through
- Designing persuasion or behavior change interventions by targeting the weakest predictor
- Evaluating campaign effectiveness on attitude, norm, and control dimensions
- 预测目标群体是否会采用某一新行为（健康、技术、政策领域等）
- 诊断意向-行为差距——为何人们有行动意向却未付诸实践
- 通过针对最弱的预测因子，设计说服或行为改变干预方案
- 从态度、规范和控制维度评估活动效果
When NOT to Use
不适用场景
- For habitual or automatic behaviors where intention plays a minimal role
- When behavior is primarily driven by unconscious or emotional processes (use dual-process models)
- For behaviors under complete external control (no volitional component)
- 针对习惯化或自动化行为，这类行为中意向的作用极小
- 当行为主要由无意识或情绪驱动时（使用双加工模型）
- 完全受外部控制的行为（无自主决策成分）
Assumptions
假设
IRON LAW: Intention predicts behavior ONLY when perceived
behavioral control is high — without actual control, intention
alone is insufficient. The intention-behavior gap widens as
volitional control decreases.Key assumptions:
- People make reasoned (though not necessarily rational) decisions based on available information
- Behavioral beliefs, normative beliefs, and control beliefs are the informational foundations
- The relative weight of attitude, norms, and PBC varies across behaviors and populations
IRON LAW: Intention predicts behavior ONLY when perceived
behavioral control is high — without actual control, intention
alone is insufficient. The intention-behavior gap widens as
volitional control decreases.核心假设：
- 人们会基于现有信息做出理性（但不一定完全合理）的决策
- 行为信念、规范信念和控制信念是信息基础
- 态度、规范和感知行为控制（PBC）的相对权重因行为和群体而异
Methodology
实施方法
Step 1 — Specify the Target Behavior
步骤1 — 明确目标行为
Define the behavior precisely using the TACT framework:
- Target: at what object or person
- Action: what specific action
- Context: in what situation
- Time: in what time frame
使用TACT框架精确定义行为：
- Target：作用于何种对象或人群
- Action：具体执行何种动作
- Context：在何种情境下
- Time：在什么时间范围内
Step 2 — Measure the Three Predictors
步骤2 — 测量三个预测因子
| Predictor | Definition | Underlying Beliefs |
|---|---|---|
| Attitude | Favorable/unfavorable evaluation of performing the behavior | Behavioral beliefs (outcomes x evaluations) |
| Subjective norms | Perceived social pressure to perform or not perform | Normative beliefs (referents x motivation to comply) |
| Perceived behavioral control (PBC) | Perceived ease or difficulty of performing the behavior | Control beliefs (facilitators/barriers x power) |
| 预测因子 | 定义 | 底层信念 |
|---|---|---|
| 态度 | 对执行该行为的正面/负面评价 | 行为信念（结果×评价） |
| 主观规范 | 感知到的执行或不执行该行为的社会压力 | 规范信念（参照对象×遵从动机） |
| 感知行为控制（PBC） | 对执行该行为难易程度的感知 | 控制信念（促进因素/障碍×影响力） |
Step 3 — Assess Intention and the Intention-Behavior Gap
步骤3 — 评估意向与意向-行为差距
- Measure behavioral intention as a function of the three predictors
- Identify which predictor is the weakest link (highest leverage for intervention)
- Evaluate actual behavioral control to assess gap risk
- 将行为意向作为三个预测因子的函数进行测量
- 确定哪个预测因子是最薄弱的环节（干预的最高杠杆点）
- 评估实际行为控制以判断差距风险
Step 4 — Design Targeted Intervention
步骤4 — 设计针对性干预方案
- Attitude-focused: provide new outcome information, reframe consequences
- Norm-focused: make social norms visible, use social proof, engage opinion leaders
- PBC-focused: reduce barriers, build self-efficacy, provide skills training
- Implementation intentions: bridge the intention-behavior gap with "if-then" planning
- 态度导向：提供新的结果信息，重构后果认知
- 规范导向：让社会规范可视化，使用社会证明，引入意见领袖
- PBC导向：减少障碍，建立自我效能感，提供技能培训
- 执行意向：通过“如果-那么”规划缩小意向-行为差距
Output Format
输出格式
markdown
undefinedmarkdown
undefinedTPB Analysis: [Target Behavior]
TPB Analysis: [Target Behavior]
Behavior Specification (TACT)
Behavior Specification (TACT)
- Target: [object/person]
- Action: [specific behavior]
- Context: [situation]
- Time: [time frame]
- Target: [object/person]
- Action: [specific behavior]
- Context: [situation]
- Time: [time frame]
Predictor Assessment
Predictor Assessment
| Predictor | Score | Key Beliefs | Intervention Potential |
|---|---|---|---|
| Attitude | [+/-] | [salient beliefs] | [High/Medium/Low] |
| Subjective norms | [+/-] | [key referents] | [High/Medium/Low] |
| PBC | [+/-] | [barriers/facilitators] | [High/Medium/Low] |
| Predictor | Score | Key Beliefs | Intervention Potential |
|---|---|---|---|
| Attitude | [+/-] | [salient beliefs] | [High/Medium/Low] |
| Subjective norms | [+/-] | [key referents] | [High/Medium/Low] |
| PBC | [+/-] | [barriers/facilitators] | [High/Medium/Low] |
Intention Strength: [Strong/Moderate/Weak]
Intention Strength: [Strong/Moderate/Weak]
Intention-Behavior Gap Risk: [High/Medium/Low]
Intention-Behavior Gap Risk: [High/Medium/Low]
Recommended Intervention
Recommended Intervention
- [Primary lever: weakest predictor]
- [Implementation intention strategy]
- [Barrier removal or facilitator enhancement]
undefined- [Primary lever: weakest predictor]
- [Implementation intention strategy]
- [Barrier removal or facilitator enhancement]
undefinedGotchas
注意事项
- TPB assumes rational information processing; it underestimates the role of emotions, habits, and unconscious drivers
- Subjective norms are consistently the weakest predictor in meta-analyses — but this may reflect measurement issues rather than true irrelevance
- Past behavior often explains more variance than TPB constructs, suggesting habit and automaticity are under-represented
- PBC is not the same as actual control — people systematically overestimate or underestimate their control
- The theory works best for deliberate, one-time decisions; for recurring behaviors, habit formation models should supplement TPB
- Cross-cultural application requires recalibrating normative beliefs — collectivist cultures weight subjective norms more heavily
- 计划行为理论假设人们会理性处理信息；它低估了情绪、习惯和无意识驱动因素的作用
- 元分析中主观规范一直是最弱的预测因子——但这可能反映的是测量问题而非其实际无关性
- 过去的行为通常比计划行为理论的构念能解释更多变异，这表明习惯和自动化因素未被充分体现
- 感知行为控制（PBC）不等于实际控制——人们会系统性地高估或低估自己的控制能力
- 该理论最适用于深思熟虑的一次性决策；对于重复性行为，应补充习惯形成模型
- 跨文化应用需要重新校准规范信念——集体主义文化更看重主观规范
References
参考文献
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
- Armitage, C. J. & Conner, M. (2001). Efficacy of the theory of planned behaviour: a meta-analytic review. British Journal of Social Psychology, 40(4), 471-499.
- Fishbein, M. & Ajzen, I. (2010). Predicting and changing behavior: the reasoned action approach. Psychology Press.
- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
- Armitage, C. J. & Conner, M. (2001). Efficacy of the theory of planned behaviour: a meta-analytic review. British Journal of Social Psychology, 40(4), 471-499.
- Fishbein, M. & Ajzen, I. (2010). Predicting and changing behavior: the reasoned action approach. Psychology Press.