COMMUNICATION STRATEGY FOR PRECAUTION DURING A PANDEMIC OUTBREAK

THE THEORY OF PLANNED BEHAVIOUR:

The theory of planned behaviour is a framework that is designed to predict and explain human behaviour in a specific context. It deals with the behaviour of the people having incomplete voluntary control and thereby captures the motivational factors influencing a behavioural change in an individual. The intention to perform towards a given behaviour and the motivational factors that influence a behavioural change are the indications of the behavioural intentions that represent people’s actual control over a behavioural elicitation.

With the existing theories dealing with majority of social marketing concepts with earlier implications and discussions, social marketing concepts have been used widely in majority of the cases. Example: an invasion of influenza pandemic has a disproportional impact on developing countries, while developed countries would also be affected with low income groups facing the highest risk factor (Murray, et al.2006).