Integrated Individual Behavior Model

Integrated individual behavior model helps in taking a decision in order to perform a task efficiently. It analyzes a person’s intention to act by studying three parameters− Attitudes, Perceived Norms, and Personal Agency.


Attitude invokes an individual's overall promising or unpromising perception towards a behavior consisting of affective and cognitive dimensions. Attitude is again of two types −

  • Experiential attitude
  • Instrumental attitude

Experiential attitude (affective attitude) is the emotional reaction of an individual towards the idea of performing the behavior.

Instrumental attitude (cognitive attitude) is determined by the beliefs regarding the results of behavior.

Perceived Norm

Perceived norm directs towards the social pressure one feels to achieve or abstain from a particular behavior.

Perceived norms are grouped into two categories −

  • Injunctive norm
  • Descriptive norm

Injunctive norm (like the subjective norm) hints to normative beliefs regarding what others think one should do and encouragement to comply.

Descriptive norm indicates to perceptions about what others in one's social or personal connections are up to. They are meant to capture situations where there is strong social identity.

Personal Agency

Personal agency hints to individual's ability to originate and direct actions for given purposes. It is divided into two parts −

  • Self-efficacy
  • Perceived control

Self-efficacy is an individual's belief in his/her effectiveness in performing the tasks assigned as well presenting their actual skill.

Perceived control is an individual's perceived amount of control over behavioral conduct. It is resolved by control beliefs. Say for example, an individual's perception of the degree to which various environmental factors make it easy or difficult to perform a behavior.

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