Evaluation

• Practical applications - advertising and rehabilitation services

  -can be used to reduce intention to start smoking/drinking which is the perceived behavioural control.

  -Can be used to increase intention to quit smoking/drinking.

  -Knowledge of cognitive determinants of intention means targeted interventions or public health campaigns can be made to target a specific aspect of the model.

  -Advertising to educate people about the harmful effects of tobacco use.

  -Use of a smoking ban could motivate addicts to comply with others. Subjective norms come into play.
• Assumes rational decision-making

  -The TPB claims that addiction is the result of rational decision making.

  -e.g. making a cost-benefit analysis by weighing the balance of favourable and unfavourable opinions.

  -However, decisions about taking drugs/gambling may not be rational.

  -Cognitive biases, stress and emotions can make irrational decision making which can not be explained by TPB.

  -Gamblers have distorted views and cognitive biases about the perceived expected value o gambling so un-rational decisions about behaviours will be made.
• Economic benefit

  -the TPB can be used to engage someone's intention to change their behaviour.

  -This can be used to assess someone's suitability for treatment.

  -Useful to see if an interventions will be effective or not which can save valuable resources.

  -Health professionals are less likely to prescribe intervention if there is reduced intention to change behaviour.