T23 - Theory Of Planned Behaviour

Kalvinder Singh Gill Terrence Yang Jessica Suppiah Sheena Chong Qiao Qiao Cedric Koh

Theory

of Planned behavior Definitions of attitude and behavior Purpose of this experiment Area of focus – Gambling The experiment… Findings and Conclusion Video

 The

Theory of Planned Behavior is a theory about the link between attitudes and behavior. It was proposed by Icek Ajzen (last name sometimes spelled 'Aizen') as an extension of the theory of reasoned action. It is one of the most predictive persuasion theories. It has been applied to studies of the relations among beliefs, attitudes, behavioural intentions and behaviors in various fields such as advertising, public relations, campaigns, healthcare, etc.

An

attitude is a hypothetical construct that represents an individual's degree of like or dislike for an item. Attitudes are generally positive or negative views of a person, place, thing, or event

manner

of acting or controlling

yourself Human behavior can be common, unusual, acceptable, or unacceptable. Humans evaluate the acceptability of behavior using social norms and regulate behavior by means of social control.



the act of playing for stakes in the hope of winning (including the payment of a price for a chance to win a prize



An activity characterized by a balance between winning and losing that is governed by a mixture of skill and chance



Gambling is the wagering of money or something of material value on an event with an uncertain outcome with the primary intent of winning additional money and/or material goods.

• • • • • • •

Soccer betting Mahjong Poker cards Online gambling Jackpots All casino activities Horse Racing

With

reference to the theory of planned behavior, we are using gambling as a platform, to prove that attitude determines behavior.

Does

perceived behavioral control affect the subject’s intention to gamble

Surveys Phone

interviews Face to face interviews

60

subjects Age from 19 – 63 All are classified as gamblers Education level ranges from primary to PHD holder All subjects has independent spending power

Attitudes to Gambling Subjective Norm about Gambling Perceived Behavioral Control of Gambling

Intention to

Gamble

Gambling

Attitudes I enjoy Gambling  Gambling is harmless  Gambling is a great stress reliever  Gambling is great for socializing 

Norms I consult others before I place bets for Soccer games  I ask friends on the best buy before I gamble  If I don’t know much about a specific game, I’ll get advice from others  Family/ friends disapprove of my gambling habits and they they may be right. 

Perceived Behavioral Control One day I’ll strike it rich  Making money from soccer matches is easy  Selecting 4D numbers requires Skill  Anyone can win  My luck is coming soon  I’m not an addict of gambling 

Intention Gamble on what they see is the “easy” way to earn $$$  Number of gambles/stakes your willing to partake in the next week or two  Leisure activity with benefits. 

Play (Gamble) Participants have played more than one form of gambling  Gamble continually and believe that one day they will make it rich.  Tend to ignore their losses  Ignore the fact that gambling is addictive and has its repercussions.  Ignore peers & family negative perceptions to gambling. 

Findings vs. theory = conclusion 

We did realize that the theory is a good example to study human behavior, perceptions, attitudes and behaviors in relation to gambling.



Our test subjects did had contradicting answers.



Changed their answers when family’s opinions on gambling was asked.



The theory has proven that people are subject to change their opinions and perceptions on gambling even though the risk and family disapproval is known.



The theory has no formula as its human’s nature that defines the answer and the answers change when a person’s views changes.



The dream of striking it rich tends to over-write all the negative impact. Test subjects tend to live in a cocoon of false hope. Their perception is that they will hit the jackpot soon enough. The odds prove otherwise.

THE END