Perceived Behavioural Control

What it is

In the theory of planned behaviour it sits beside attitude and social pressure as a predictor of intention, and a 2001 meta-analysis of 185 studies found it added to the prediction of both intention and behaviour. On this site it is read alongside Theory of Planned Behaviour, Intention and Intention-Behaviour Gap.

In effect

A customer who wants a product but doubts they can complete the booking or afford the delivery has high intention and low perceived control.

What it does not say

It is not the same thing as Theory of Planned Behaviour, which sits close to it on this site but describes a different part of how people decide. It also does not say that the finding reaches every product, buyer or setting; where this page goes beyond the cited research, the step is an inference and is labelled as one.

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