Theory of Boundedly Rational Planned Behavior: A New Model

Abstract

Abstract The prime intent of this article is to propose a new model in the paradigm of behavioral and business economics. To attain this objective, the study modifies a famous behavioral model of the Theory of Planned Behavior (TPB), which is based on the generalized unbounded rationality of neoclassical economics in dictating actual human behavior. Based on the idea of bounded rationality expounded by Herbert A. Simon, TPB has been modified by replacing intention variable with bounded rationality as the antecedent of actual behavior. The new model has been tested collating data collected from the participants of a Microfinance Institute currently operating in Bangladesh. Data were analyzed following the procedure of structural equation modeling (SEM). The findings of the experiment show that the new model of TBRPB’s predictability is observed to be much better than TPB which may be regarded as a basic contribution to the existing body of knowledge.