The Two-Component Model for the Theory of Planned Behavior: The Integration of Implicit Factors Improves the Accuracy of the Forecast

Abstract

In the first part of the article (Monitoring of Public Opinion: Economic and Social Changes. No. 3. P. 28–44. https://doi.org/10.14515/monitoring.2022.3.2125), we considered the potential opportunity to expand the model of A. Ajzen's Theory of Planned Behavior by taking into account explicit (conscious) and implicit (beyond the control of consciousness) factors of behavior. The first results of empirical testing showed that the measurement results of implicit factors radically differ from their explicit counterparts' results. Implicit factors are orthogonal to explicit ones, and their study carries new information. However, how useful is this further information in terms of a better understanding of human behavior? Does it improve the TPB model, and does it help to make its forecasts more accurate?

All these questions are discussed in this article. The main conclusion of the analysis is that taking into account implicit factors further clarifies the motives of human behavior and increases the accuracy of the prediction of human actions. The TPB model in its two-component version looks like an even more effective tool for studying human behavior.