Theoretical frameworks help to organize thought and planning of research, intervention, and analysis. TRA, TPB, and IBM provide excellent frameworks to conceptualize, measure, and identify factors that affect behavior. TRA focuses on cognitive
factors (beliefs and values) that determine motivation (behavioral intention). The theory has been useful in explaining behaviors, particularly behaviors under volitional
control. In applying behavioral theories, it is important to continually reassess them
and consider other theory-driven constructs that may enhance explanatory power. TPB
extends TRA by adding perceived behavioral control, concerned with facilitating or
constraining conditions that affect intention and behavior. This is particularly important for behaviors over which people have less volitional control. IBM includes con-
structs from both TPB and TRA, as well as constructs from other excellent theories
of behavior. IBM was developed through discussions and consensus among major behavioral theorists and has been modified through empirical work over the past decade.
We cannot stress enough the importance of conducting in-depth, open-ended elicitation interviews with audiences who are studied with TRA/TPB/IBM and for whom
interventions will be designed. Elicitation interviews identify the behavioral outcomes, normative referents, and barriers and facilitators that are relevant to the particular behavior and population under investigation. This ensures that TRA/TPB/IBM
measures are empirically grounded.
For theory to drive interventions, it must provide a framework to select important factors that can be influenced from among many factors associated with behaviors. TRA, TPB, and IBM are particularly useful in this regard. Application of IBM to
understand a particular behavior will identify underlying beliefs that determine one’s
attitude (instrumental and experiential), perceived norm (injunctive and descriptive),
perceived control, and self-efficacy, and thereby affect the likelihood of performing