The theory, due to Icek Ajen, explains the deliberate behavior of people and the ability to change that behavior. It stipulates that human behavior is guided by three types of considerations:

  • Behavioral beliefs about the likely consequences of the behavior
  • Normative beliefs about the expectations of others
  • Control beliefs about the presence of factors that may facilitate or impede performance of the behavior.

The combination of these three considerations lead to a behavioral intention.

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