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Mexico XVII - Communication

Communication perspectives - Mexico XVII AIDS Conference
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Theory of Planned Behaviour

Theory Summary

This theory builds on the Theory of Reasoned Action by adding a third determinant - perceived behavioural control. This component represents a person's beliefs about his or her ability to perform the behaviour in question.


This source claims that in the context of health behaviour, the Theory of Planned Behaviour can be expected to provide a better framework for understanding people's actions than the Theory of Reasoned Action. In particular, the model underscores the importance of assessing the extent to which target audiences possess the information needed to carry out a promoted action; the skills, resources and opportunities to act; and the support of other.



Source

Alcalay, Rina & Bell, Robert "Promoting Nutrition and Physical Activity Through Social Marketing", 2000: page 11 - click here for the PDF version of this paper.


Placed on the Communication Initiative site July 16 2003
Last Updated July 29 2003

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