Module 9: Predicting Intention and Behaviour

This module integrates the major concepts from earlier modules into a structured framework for explaining and predicting behavioural intention and actual behaviour. Participants examine how behavioural beliefs influence attitudes, normative beliefs influence perceived social norms, and control beliefs influence perceptions of behavioural control. These factors are then considered together as predictors of behavioural intention. Participants study how intentions translate into action and why an intention-behaviour gap may occur when individuals want to perform a behaviour but are unable or unwilling to follow through. The module introduces practical approaches to collecting behavioural prediction data, interpreting relationships between variables and developing evidence-based behavioural profiles. Participants are also exposed to the logic of the Reasoned Action Approach and the Theory of Planned Behaviour, which provide structured frameworks for understanding how attitudes, norms and perceived control contribute to intention and behaviour. From a professional perspective, the module prepares participants to conduct behavioural prediction assessments that can support decision-making in areas such as employee performance, health behaviour, training adoption, compliance, customer behaviour and organisational change.