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. Author manuscript; available in PMC: 2016 Feb 11.
Published in final edited form as: Health Mark Q. 2008;25(0):66–96. doi: 10.1080/07359680802126087

Table 1.

Description of theory of planned behavior constructs (Montaño & Kasprzyk 2002)

Construct Definition
Behavioral Intention Perceived likelihood of performing the behavior
Attitude Global evaluation of the behavior
Subjective Norm Belief about whether most people approve of the behavior
Perceived Behavioral Control Global measure of perceived control over the behavior that includes both internal self-efficacy and perceptions of external controllability