A The Two-Component Model of Behavior Factors: Do We Need Implicit Factors for the Theory of Planned Behavior?

Abstract

The theory of planned behavior (TPB) is the most popular model for structuring behavioral factors and an algorithm underlying predictions of human behavior. TPB complements the theory of social attitude, indicating that the blind implementation of the latter is preceded by an analysis of its applicability to a particular situation. Based on the results of recent studies, the author of this article suggests that the TPB can be improved by integrating an implicit group of factors into the model. The article presents a theoretical substantiation and operationalization of a complex (two-component) TPB model, as well as the first results of its approbation based on the data of a specially organized population survey (2,908 respondents). The study allows to state that the inclusion of implicit factors can lead to a change in the relative contributions of all factors and, potentially, to an increase in the predictive power of the model. Implicit factors are shown to be significant in the case of home buying behavior in Russia — an area of consumer behavior where actions are thought to be predominantly rational and almost completely controlled by explicit factors.