Certified Attitude and Behaviour Practitioners

Certified Attitude and Behaviour Practitioners

Program Introduction

The Certified Attitude and Behaviour Practitioners program is a professional development and certification program designed to equip participants with the knowledge, analytical frameworks and practical skills required to understand, assess, explain and influence human attitudes and behaviour. The program recognises that workplace and social behaviour cannot be understood simply by observing what people do. Behaviour is shaped by an interaction of beliefs, attitudes, emotions, social expectations, perceived control, environmental conditions, previous experiences and situational influences. A competent practitioner must therefore be able to move beyond assumptions and identify the actual factors that contribute to a particular behavioural pattern.

The program provides participants with a structured understanding of attitude formation, attitude structure, human behaviour theories, behavioural measurement, social norms, perceived behavioural control, intention formation and belief change. Particular emphasis is placed on applying these concepts in professional settings such as human resource management, leadership, organisational development, customer service, training, consulting, education and behavioural intervention. Participants learn how to translate theoretical concepts into observable indicators, assessment questions, diagnostic frameworks and practical recommendations.

A major feature of the program is its practitioner orientation. Participants are not expected merely to understand theories of attitude and behaviour, but to develop the ability to investigate behavioural issues systematically. This includes defining the target behaviour, collecting relevant evidence, identifying behavioural, normative and control-related influences, evaluating barriers and facilitators, and determining whether an issue is primarily caused by attitudes, beliefs, social influence, capability, environmental conditions or other factors.

The program also develops participants’ competence in attitude and behaviour measurement. Participants are introduced to observation methods, self-report instruments, behavioural indicators, questionnaires, attitude scales, reliability, validity and interpretation of assessment information. These competencies enable practitioners to make more evidence-based judgments instead of relying solely on subjective impressions about an individual’s attitude or behaviour.

The later stages of the program integrate the major concepts into a professional behavioural diagnostic and intervention framework. Participants learn how beliefs influence attitudes, how social norms influence intentions, how perceived behavioural control affects action, and how these factors collectively contribute to behavioural outcomes. Participants will then apply this understanding to develop targeted interventions aimed at changing relevant beliefs, strengthening behavioural capability, modifying social influences or improving environmental conditions.

By completing the program, participants will develop a structured practitioner mindset based on five professional processes: assess, diagnose, explain, intervene and evaluate. This enables the Certified Attitude and Behaviour Practitioner to contribute more effectively to individual development, organisational performance, behavioural change initiatives and professional consultancy assignments.

Program Objectives

The Certified Attitude and Behaviour Practitioners program aims to:

1. Develop participants’ professional understanding of the theories, concepts and psychological processes underlying attitudes, beliefs, intentions and human behaviour.
2. Equip participants with practical competencies to assess, measure and diagnose attitudes and behavioural patterns using structured observation, assessment instruments and evidence-based behavioural frameworks.
3. Develop participants’ ability to identify the behavioural, normative, social, environmental and control-related factors that influence individual and organisational behaviour.
4. Enable participants to design, recommend and evaluate appropriate attitude and behaviour interventions for workplace, organisational, educational and professional settings.

Learning Outcomes

Upon successful completion of the Certified Attitude and Behaviour Practitioners program, participants will be able to:

1. Explain the fundamental concepts, characteristics, functions and structures of attitudes and human behaviour.
2. Differentiate between attitudes, beliefs, values, opinions, personality characteristics, intentions and observable behaviour.
3. Analyse how attitudes develop through experience, learning, conditioning, social influence, observation and environmental interaction.
4. Apply major theories and models of human behaviour to analyse behavioural issues in professional and organisational environments.
5. Operationally define attitudes and behaviours so that they can be systematically observed, assessed and measured.
6. Design and apply appropriate methods for assessing attitudes and behaviour, including questionnaires, attitude scales, interviews, observations and behavioural indicators.
7. Evaluate the reliability, validity, bias and limitations of attitude and behavioural assessment information.
8. Analyse the influence of behavioural beliefs, outcome expectations, social norms, reference groups, perceived behavioural control, self-efficacy, barriers and facilitators on behavioural intentions.
9. Identify the underlying causes of behavioural problems and distinguish between attitude-related, capability-related, normative, environmental and organisational factors.
10. Conduct a structured attitude and behaviour diagnostic assessment and prepare a professional behavioural profile.
11. Apply the principles of the Theory of Reasoned Action, Theory of Planned Behaviour and Reasoned Action Approach to explain and predict behavioural intentions and actual behaviour.
12. Identify behavioural, normative and control beliefs that may need to be addressed when developing a behavioural intervention.
13. Develop practical interventions aimed at improving attitudes, strengthening positive behavioural norms, increasing perceived control and supporting desired behavioural outcomes.
14. Apply professional and ethical principles when conducting attitude and behaviour assessments, interpreting findings and recommending interventions.
15. Prepare and present a professional attitude and behaviour assessment, diagnosis and intervention plan suitable for organisational, consulting or developmental applications.

Why should you attend this programme?

Understanding behaviour requires more than simply observing what people do. Effective practitioners need to understand the beliefs, attitudes, emotions, social influences, perceived control and environmental factors that shape how people think and act.

This programme provides a structured and practical approach to understanding, assessing and influencing human attitudes and behaviour. It equips participants to move beyond assumptions and subjective impressions by using established behavioural theories, assessment methods and diagnostic frameworks.

You should attend this programme if you want to:

• Understand why people behave the way they do, rather than simply reacting to visible behaviour.
• Distinguish between attitude problems, capability gaps, social influences, environmental barriers and organisational factors.
• Assess attitudes and behaviour using structured, evidence-based methods instead of relying on personal judgement.
• Identify the beliefs, norms, motivations, barriers and facilitators that influence behavioural outcomes.
• Apply recognised behavioural theories and models to workplace, organisational, educational, consulting and developmental situations.
• Develop more targeted interventions by addressing the actual drivers of behaviour, rather than treating only the symptoms.
• Strengthen your professional capability to assess, diagnose, explain, intervene and evaluate behavioural issues.
• Apply behavioural insights more effectively in leadership, human resource management, organisational development, training, customer service and consultancy.

Upon completing the programme, participants will be better equipped to:

• Explain the key concepts and psychological processes underlying attitudes, beliefs, intentions and behaviour.
• Differentiate between attitudes, beliefs, values, opinions, personality, intentions and observable behaviour.
• Analyse how attitudes and behavioural patterns are shaped by experience, learning, social influence and environmental conditions.
• Apply appropriate theories and behavioural models to analyse real-world organisational and professional issues.
• Define attitudes and behaviours in ways that allow them to be observed, assessed and measured systematically.
• Design and use assessment approaches such as questionnaires, attitude scales, interviews, observations and behavioural indicators.
• Evaluate the reliability, validity, bias and limitations of behavioural assessment information.
• Identify the underlying causes of behavioural issues and determine whether they arise from attitudes, capability, social norms, perceived control, environmental conditions or organisational factors.
• Analyse how behavioural beliefs, social norms, reference groups, self-efficacy, barriers and facilitators influence intentions and behaviour.
• Conduct a structured attitude and behaviour diagnostic assessment and develop a professional behavioural profile.
• Apply frameworks such as the Theory of Reasoned Action, Theory of Planned Behaviour and Reasoned Action Approach to explain and predict behavioural intentions and actions.
• Develop practical interventions to change relevant beliefs, strengthen positive norms, improve capability, increase perceived control and remove behavioural barriers.
• Evaluate whether behavioural interventions have actually produced improvements in beliefs, intentions and behaviour.
• Apply appropriate professional and ethical principles when assessing behaviour, interpreting findings and recommending interventions.
• Prepare and present a complete attitude and behaviour assessment, diagnosis, intervention and evaluation plan for organisational, consultancy or developmental applications.