DIGITAL MEDIA PSYCHOLOGY
Lecture 05
LOGO
Theory of planned
behavior(TPB)
LOGO
The Theory of Planned Behavior (TPB),
developed by Icek Ajzen, is a
psychological framework that aims to
explain human behavior.
TPB helps predict and understand human
behavior based on the following
components:
LOGO
1.Attitude
Refer to the individual’s positive or negative
evaluation of performing a specific behavior.
Example: If a person has a positive attitude
toward exercising because they believe it
will improve their health and well-being,
they are more likely to engage in physical
activity.
LOGO
2. Subjective Norms
Refers to the perceived social pressure to
perform or not perform a behavior. This
involves the individual's perception of what
important people in their life (e.g., family,
friends, or society) think about the behavior.
Example: A person might feel pressured to
attend a social event because they perceive
that their friends expect them to do so, even if
they are not personally interested.
LOGO
3 . Perceived Behavior Control
Refers to the individual’s perception of how
easy or difficult it is to perform a behavior,
based on internal factors (e.g., skills,
knowledge) and external factors (e.g.,
resources, obstacles).
LOGO
Example: A person might want to start a
workout routine, but if they feel they don't
have enough time, resources, or
knowledge, their perceived behavioral
control will be low, and they may not take
action.
LOGO
4. Behavioral intention
Is the key factor that predicts whether a
person will perform a behavior.
Attitudes, subjective norms, and perceived
behavioral control influence it.
The stronger the intention, the more likely
the behavior will be performed.
LOGO
Example: A person may intend to start
exercising because they believe it will
improve their health (positive attitude), their
friends encourage them to stay fit (subjective
norm), and they believe they can find the
time and resources (perceived behavioral
control).
LOGO
5. Actual Behavior
The final component of TPB is the actual
behavior, which is the outcome of the
intention to perform the behavior.
LOGO
How it works
If an individual has a strong intention to
perform a behavior and no significant
external barriers arise, they are more
likely to carry out the behavior. However,
even with strong intention, external
factors (e.g., lack of resources,
unforeseen obstacles) can prevent the
behavior from occurring.
LOGO
Theory of planned
behavior(TPB)Versus
Digital media.
LOGO
The TPB and digital media are closely
related in how they influence human
behaviors, particularly in the context of
how attitudes, subjective norms, and
perceived behavioral control are shaped.
LOGO
Digital media plays a vital role in today’s
century, acting as a powerful tool that can
alter these three factors (TPB factors),
which in turn influence an individual's
behavioral intentions and actions.
LOGO
Attitudes and Digital Media
Digital media has a direct impact on this
component by providing content that can
shape how people view different
behaviors, products, and practices.
Example: A person may develop a positive
attitude toward recycling after watching
videos or posts on social media that
highlight the environmental benefits of
sustainable living.
LOGO
Subjective Norms and Digital Media
Digital media amplifies subjective norms by
exposing individuals to the behaviors and
opinions of their peers, influencers, and the
broader online community.
Example: A person might feel social pressure
to buy the latest fashion trends after seeing
numerous posts about it on Instagram,
influencing their behavior to conform to what
seems to be a social norm.
LOGO
Perceived Behavioral Control and
Digital Media
Digital media can either enhance or reduce
perceived behavioral control by providing
tools, resources, and information.
Digital media can provide individuals with
resources (like instructional videos, online
courses, or fitness apps) that enhance their
perceived control over performing certain
behaviors.
LOGO
Example, if a person wants to start learning
a new language, they might feel more
confident in doing so after discovering
language-learning apps like Duolingo or
engaging with online language communities.
LOGO
Behavioral Intentions and Digital
Media
Digital media heavily influences these
intentions by shaping attitudes, subjective
norms, and perceived control.
Example: After seeing an online ad for a
special sale, someone might form the
intention to buy a product they previously
didn’t consider, influenced by the persuasive
content they encountered on digital media.
LOGO
REFLECTION
How Digital Media Shapes the TPB
Components Together?
LOGO
Reading work
Thoroughly read on the following
concepts
1. Media and persuasion,
2. Body images,
3. Media and advertising,
4. Framing and the psychology of news influence,
5. Developmental psychology and the media,
6. Psychology of film analysis.
LOGO
TEST TWO
DATE: 08/01/2025
TIME: 05:00 PM
Coverage: L4,L5, Reading work,
Reflection and Assignment two.
LOGO
LOGO
