Perceived Control and Its Impact on Individual Behavior

In 1988, Ajzen added the construct "perceived behavioral control" to his theory of planned behavior. He highlighted the construct as a determinant of behavioral intention and actual behavior.

Ajzen believed that based on concepts, perceived behavioral control is like self-efficacy because the two concepts describe a person's belief that their behavior is under control.

However, in most cases, perceived behavioral control is usually evaluated by how easy or difficult the behavior is. Self-efficacy is based on the person's confidence in the ability to carry out the behavior in uncomfortable situations.

Like Ajzen's theory of planned behavior, many psychosocial studies of human behavior now introduce perceived control of behavior as an important determinant of behavioral changes. Some theories incorporating these concepts include the health belief model by Rosenstock in 1990, the health action process approach by Schwarzer in 1999, and the protection motivation theory by Rogers in 1986.

However, these other theories describe perceived behavioral control as "self-efficacy." Irrespective of the label used to describe a construct, believing you have control over a behavior influences your decision to do the behavior.

In most cases, people's food choices are determined by their opinions on the actions they are considering. The opinions of friends and family may also influence them.

Perceived behavioral control focuses on people feeling motivated to engage in a particular food behavior if they believe they can.

Scientists believe that behavioral intentions are the most important determinants of behavior. The theory is being applied widely to help understand and explain eating behaviors.

For example, the theory suggests that subjective norms influence the rise in fast-food consumption behaviors among middle-school students. Saturated fat intake among adults is influenced by habit strength and behavioral intention.

The theory of perceived behavior also predicts human intention to make dietary changes and eat healthily. For example, the theory suggests that healthy eating, like fruit and vegetable consumption, homemade foods, and breakfast, is associated with a desire to control weight. The theory has also been more effective in predicting expectation than intention.

The theory of perceived behavior has been the focus of limited studies for over 30 years. However, recent reviews show that the theory as a model to understand food choice behaviors or serve as a platform for intervention is limited. Eating behaviors are complex, so one needs to consider other behavioral constructs when creating interventions.