The theory of planned behavior is a method used to predict and have a better understanding of behaviors. It lets brands know behaviors that are easily determined under certain situations and circumstances, and intentions that can be perceived as behavioral control. The intentions are controlled by three essential factors in the theory of planned behavior, which are behavioral attitudes, subjective norms, and perceived behavioral control.
Behavioral attitude refers to the point in which a person has an approving or disapproving evaluation of the behavior of interest. Many people try to out-perform the outcome of typical behavior. The attitudes largely reflect a person’s personal attitudes and perceptions toward a specific act. Behavioral attitudes can influence their cognitive and perceived knowledge about an individual situation.
Subjective norms are the belief on whether most humans disagree or agree on a specific behavior. It can relate to people’s beliefs about friends and people that are important in their life that would or do engage in the behavior. Society usually favors a specific act, and if a person will think the same, it’s most likely that his intentions will largely shape the extent of approval, even if it’s towards a product or service.
Perceived behavioral control is a human’s perception of how easy or difficult performing the specific behavior that brings interest. The perceived behavioral control is all different depending on the actions and situations, that can result in having a person vary perceptions of behavioral control depending on the scenario. It’s a way to see what consumers think and what they believe to be their ability to engage and perform in their said behaviors.
The theory of planned behavior sees and shows it may be for one-person intention can be completely different from the behavior that was planned, predicted, and carried out. This is one of the essential ways for marketers and brands overall to trace the level of perceived behavioral control within consumers with actual controlled exercised and employed methods.
With my experience in marketing within the fitness industry, the theory of planned behavior helps us have a better understanding of consumers. For our potential consumers, it’s understanding behaviors on why they would want to become members, and for our current clients, it’s understanding behaviors on why they might want to cancel. By a person’s behavior, when they come in for their first/free class, we can tell if they are genuinely interested in our fitness center, or if they just wanted a free and quick workout. If they ignore our questions, or show no interest we can instantly tell, from a marketer and sales point of view. The theory of planned behavior is an essential tool for brands to gain leads, and clients. It’s a way for them to stand out in their market share.