Essays on Theory of Planning Behavior Assignment

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The paper 'Theory of Planning Behavior' is a great example of a Management Assignment. Theory of Planned Behaviour (TPB) is a theory that depicts the robustness and plausibility of Ajzen research on this particular business field. It mainly focuses on prediction and explanation of people’ s behavior by putting into consideration their attitude, attention, subjective norms, Perceived Behavioral Control (PBC), service quality, and merchandise quality. Ajzen defines attitude as an intervening variable and a hypothetical construct that cannot be directly observed but is usually inferred. It is usually influenced by people’ s likes and dislikes, environment, objects, and recognition.

Subjective norms are those behaviors that are influenced by organizations or persons that are of great importance to the individual. PBC is composed of control beliefs based on objective situations such as money, time, and resources as well as the control power possessed by individuals over these factors (Armitage & Christian, 2004, p. 25). This paper will give detailed quantitative research and analysis on attitude, intention, subjective norms, perceived behavior control, service quality, and merchandise quality on purchasing consumer products from ALDI. Formative research carried out on the several predictors shows that two or more predictors are likely to change if their relative weight is put into consideration when checking on intervention.

It was observed that the higher the relative weight of any factor under study, the higher the probability that the changing factors will have a positive or negative influence on one’ s behavior and intentions. Attitudes, PBC, and subjective norms relative weights can be estimated by the use of path coefficients or standardized regression analysis. A study carried out on the measurement of belief strength shows that behavioral beliefs usually associate one’ s behavior with particular attributes and outcomes.

A strong belief is associated with an increased probability that a certain outcome will be observed and the more unfavorable or favorable is the expected outcome, the higher the effect of belief on one’ s attitude. The outcome of belief strength is further dependent on approval from certain referent groups or individuals as well as the power to of certain factors that contribute to facilitating or inhibiting the performance of a certain behavior (Armitage & Christian, 2004, p. 54).


Armitage, C, & Christian, J, 2004, Planned behavior: The relationship between human thought and action, New York: Transaction Publishers.
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