Explain the components of attitude, subjective norm, and perceived behavioral control of the Theory of Planned Behavior

Answer 1

• Attitudes are favorable or unfavorable evaluations about a given behavior. They are strongly influenced by our beliefs about the outcomes of our actions (outcome beliefs) and how important these outcomes are to the client (evaluations of outcomes).
• Subjective norm or perceived social pressure reflect beliefs about whether significant others approve or disapprove of the behavior. Subjective norms are determined by two factors. Normative beliefs are the strength of our beliefs that significant people approve or disapprove of the behavior. Motivation to comply is the strength of our desire to comply with significant other's opinion.
• Perceived behavioral control is an overall measure of an individual's perceived control over the behavior. "What is your overall perception of control in purchasing healthy food?" Control beliefs reflect presence or absence of resources supporting or impeding behavioral performance. Control factors can be internal factors, such as skills and abilities or external factors, such as social or physical environmental factors. The impact of each resource to facilitate or impede the desired behavior is referred to as perceived power.