Theory of Planned Behavior

One of the more well-established persuasion theories from psychology that can be applied to corporate reputation management is the theory of planned behavior. The theory of planned behavior is the extension of a similar theory, the theory of reasoned action. Both theories attempt to predict behavioral intention and behavior itself. The theory of reasoned action proposes that behavioral intention reflects attitudes toward the behavior and relevant subjective norms. The theory of planned behavior adds perceived behavioral control to the existing constructs of the theory of reasoned action. This entry discusses the role of attitudes, subjective norms, perceived behavioral control, and behavioral intention in the theory of planned behavior. The entry then discusses the theory’s implications for corporate reputation management.

The concept of an attitude has a ...