Behavioral Intention: Definition, Factors, and Applications

Behavioral intention refers to an individual's subjective likelihood or willingness to engage in a specific behavior. It is an important concept in social psychology and consumer behavior research as it is believed to be a strong predictor of actual behavior. Behavioral intentions are influenced by various factors such as attitudes, subjective norms, perceived behavioral control, and personal beliefs. They can be used to predict and understand human behavior in various domains, including purchasing decisions, health behaviors, and social interactions.