Analysis of Addiction: Theory of Planned Behavior and Influences

This essay examines the concept of addiction through the framework of the Theory of Planned Behavior (TPB). It explores how behavioral intentions, subjective norms, and perceived behavioral control influence an individual's susceptibility to addictive behaviors. The essay analyzes the impact of environmental factors, such as cultural norms and peer pressure, on the development of addiction, as well as the role of genetics in influencing vulnerability. Additionally, it discusses the medical model's approach to treating addiction, emphasizing the importance of integrated treatment plans tailored to each patient's unique circumstances. The essay incorporates key constructs of TPB, including attitude, behavioral intention, and perceived power, to provide a comprehensive understanding of the complexities of addiction.

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The concept of Addiction under the Theory of Planned Behavior
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The concept of Addiction under the Theory of Planned Behavior
The Theory of Planned Behavior (TPB) was developed as a means to elaborate on all
behavior that human beings are capable of demonstrating self-control over (for example,
smoking). The primary concept under TPB is behavioral intent where a person’s decision is
influenced by his/her attitude towards the expected outcome and inherit risks or benefits
associated with a particular behavior. The TPB has proved useful over the years in the
understanding of a wide range of health-related behaviors and intention that are cataloged under
addictive-behavior (Ajzen).
The Theory of Planned Behavior is founded strongly on the idea that a person’s behavior
is subject to motivation and ability. Therefore, some people are more likely to get involved in
addictive behavior compared to others because their environment or genetic makeup influences
them to indulge in such behavior. Under TPB there are precisely six constructs that are believed
to influence how much control a person has over his/her behavior: attitude, behavioral intention,
subjective norms, perceived behavioral control, and perceived power (Ajzen).
TPB and Environment
The interaction between environment and the Theory of Planned Behavior with regard to
addictive behavior is based on both subjective and social norms. As such, in some cultures it is
considered acceptable for people to consume large quantities of alcohol. In place like Kenya and
Ugandan where the sale and brewing of illicit liquor is common; alcohol addiction is prominent
due to lack of social restrictions on the quantity and quality of drinking. Moreover, peer pressure
and lack of strong family ties does also play a part in the development of unhealthy attitude
towards addictive behavior. Individuals may take to consuming large quantities of alcohol or

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illegal substances all in an attempt to deal with family dysfunction. Moreover, a person who lives
in an abusive environment that causes them to devalue themselves, will seek comfort in drugs
and other activities that can lead to addition (Bashirian, Hidarnia and Allahverdipour).
TPB and Genetics
Genetics and TPB are related within the constructs of perceived power and perceived
behavioral control. There are some genetic variations in people that make them more or less
susceptible to given addiction (Volkow). This genomic differences make it possible for two
people to engage in the same addictive behavior with only one of the parties becoming an addict.
In some people the effects of abuse substances like cocaine and heroin are greatly diminished
making it less likely for them to develop a dependency on such drugs. Scientists for example
have been able to genetically create rats that are resistant to morphine making it difficult for
them to become addicted to the substance. The presence of factors that limit a person’s capability
to become an addict is a great example of the construct of perceived powers. While, the idea that
some people are unable engage in given addictive behavior because of personal restrictions is an
example of perceived behavioral control. For instance, there are individuals who are not able to
stomach the taste and smell of alcoholic beverages (Volkow).
TPB and Medical Model
The medical model demands that addiction be treated as an ailment that need to be
addressed. Addiction is considered as treatable condition with varying degrees of severity from
one person to next due to behavioral intention, perceived powers, and perceived behavioral
control (Ajzen). The primary objective under the medical model is to create an integrated
treatment plan unique to each patient that will motivate a change in behavior and habits.

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Works Cited
Ajzen, Icek. "The Theory of Planned Behavior." Organizational Behavior and Human Decision
Processes (1991): 179-211. Document.
Bashirian, Saeid, et al. "Application of the Theory of Planned Behavior to Predict Drug Abuse
Related Behaviors among Adolescents." Journal of Research in Health Sciences (2012):
54-60. Document.
Volkow, Nora D. "The genetics of addiction." Human Genetics (2012): 773-777. Document.