<P> The theory of planned behavior was proposed by Icek Ajzen in 1985 through his article "From intentions to actions: A theory of planned behavior ." The theory was developed from the theory of reasoned action, which was proposed by Martin Fishbein together with Icek Ajzen in 1975 . The theory of reasoned action was in turn grounded in various theories of attitude such as learning theories, expectancy - value theories, consistency theories, and attribution theory . According to the theory of reasoned action, if people evaluate the suggested behavior as positive (attitude), and if they think their significant others want them to perform the behavior (subjective norm), this results in a higher intention (motivation) and they are more likely to do so . A high correlation of attitudes and subjective norms to behavioral intention, and subsequently to behavior, has been confirmed in many studies . The theory of planned behavior contains the same component as the theory of reasoned action, but adds the component of perceived behavioral control to account for barriers outside one's own control . </P> <P> Russell H. Fazio proposed an alternative theory called "Motivation and Opportunity as Determinants" or MODE . Fazio believes that because there is deliberative process happening, individuals must be motivated to reflect on their attitudes and subsequent behaviors . Simply put, when an attitude is automatically activated, the individual must be motivated to avoid making an invalid judgement as well as have the opportunity to reflect on their attitude and behavior . </P> <P> A counter-argument against the high relationship between behavioral intention and actual behavior has also been proposed, as the results of some studies show that, because of circumstantial limitations, behavioral intention does not always lead to actual behavior . Namely, since behavioral intention cannot be the exclusive determinant of behavior where an individual's control over the behavior is incomplete, Ajzen introduced the theory of planned behavior by adding a new component, "perceived behavioral control ." By this, he extended the theory of reasoned action to cover non-volitional behaviors for predicting behavioral intention and actual behavior . </P> <P> In 1928 Louis Leon Thurstone published an article titled "Attitudes Can Be Measured" in it he proposed an elaborate procedure to assess people's views on social issues . Attitudes can be difficult to measure because measurement is arbitrary, because attitudes are ultimately a hypothetical construct that cannot be observed directly . </P>

Culture does not include unconscious values or attitudes that shape human behavior