To begin, the Theory of Planned Behavior states (TPB), "the closest determinate of behavior is the intention to perform (or not perform) that behavior" (handout). A persons intention to perform a behavior is based upon three factors: attitude toward the behavior, subject norm, and perceived behavior control. First, at person's attitude toward the behavior balances the pros and cons, as well as, the risks and rewards that parallel the certain behavior. Next, the subject norm factor plays a role when someone thinks of performing a behavior because social pressures, such as pressure from family, media, or friends will impact a person's decision. Finally, one's perceived behavior control is to be considered while one determines their intention to perform an action because this is a person's perception about their ability to carry out the intentions. "This simplistic version of the model proposes that the more positive the attitude, supportive the subject norm and higher the perceived behavior control and the stronger the intention, the more likely it is the person will perform that behavior" (handout).
TPB is important for health practitioners to examine. If health practitioners discover ways to effect their patients attitudes they can increase patients intentions to perform behaviors by suggesting risk and rewards that correspond with the necessary actions to assist in healing a patient. It is most imporatant that doctors strengthen an individual's perception of behaviors because people must be confidante in their actions in order to make them believe it is beneficial. The three components that define TPB are crucial in successful health communication.
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