Name of theory Theory of Planned Behaviour Key reference (Ajzen, 1991) Description The Theory of Planned Behaviour (TPB) is a model to explain determinants of behaviour and is an extension of the Theory of Reasoned Action. The model consists of four predictors of behaviour: attitudes, subjective norms, perceived behavioural control, Read more…
Name of theory Technology Acceptance Model (TAM) Key reference Davis, 1989 Description The Technology Acceptance Model (TAM) describes the process by which end-users decide whether or not to adopt a new technology. This can be the use of a physical product, but also the use of an app or website. Read more…
Name of theory Operant conditioning Description Operant conditioning is a method of learning where behaviours are shaped based on reinforcements and punishments. These reinforcements and punishments come in positive and negative forms. A positive reinforcement means that someone gains something they would want by performing the behaviour, such as a Read more…
Name of concept Fundamental attribution error Description The fundamental attribution error suggests that people overestimate the influence of someone’s dispositions and personality in their behaviour, and underestimate the role, or even power, of the situation that people are in. This means that when people are confronted with unexpected behaviours from Read more…
Name of theory Elaboration Likelihood Model Key reference (Petty & Cacioppo, 1986) Description The Elaboration Likelihood Model is a model to explain how attitudes that people hold can change. The model proposes the existence of two routes of information processing: the central route, and the peripheral route. The central route Read more…
Name of concept Confirmation bias Description Confirmation bias is the tendency to process information in a non-objective way, so that information is processed more in line with beliefs that people already have. There are three forms of confirmation bias, 1) the way in which people remember information, 2) how they Read more…
Name of theory COM-B Model Key reference (Michie et al., 2011) Description The COM-B model explain determinants of behaviour and is an acronym for the four factors it contains: Capability, Opportunity, and Motivation as the three predictors that lead to Behaviour. Each of the three predictors can be further broken Read more…
Name of concept Change blindness Key reference (Simons & Levin, 1997) Description Change blindness refers to the phenomenon that people fail to detect a change in visual stimuli. The effect is shown in many experiments, ranging from people swapping places while the participant is momentarily distracted, to people watching a Read more…
Description The Barnum effect suggests that people are likely to believe statements about themselves (usually their personality) that are presented as if they are tailored to them, but that in fact cover generic statements that could apply to anyone. This was demonstrated by Forer, who gave people statements such as Read more…