How to Apply TPB Theory in Marketing?

Theory of Planned Behavior > Forum Log in

How to Apply TPB Theory in Marketing?
Rice Williams, Director, United States

I'm not familiar with the theory here, but am wondering how its principles apply to marketing in the case where you are at a competitive disadvantage, and want to change your customer's behavior so that they consider you.
I get the point that giving information is NOT enough, you have to demonstrate you have a solution better than the competition. Does the theory provide more guidance on the "how to"?

TPB for Marketing
Ruben Hernandez Acosta, Director, Mexico
Not exactly. I think more than telling you how to do it, this tooling is more oriented to give you options about what you should you in order to create an environment that the customers feel positive or at least "nice" to live on. In that case you are more able to succeed than only expecting that something change suddenly. Finally you have to combine the knowledge acquired with your own expertise and "feelings" about your business.

Theory of Planned Behavior in Advertising
Jaap de Jonge, Editor, Netherlands
As is mentioned in the summary, just providing information about products is not very effective in advertising. Butů "campaigns that aim at attitudes, perceived norms, and control in making the change or buying certain goods, have better results".
See also: How Customer Attitudes are Created.



    Do you wish to study further? You can learn more from the summary, forum, discussions, lessons, courses, training, instructions, expert tips, best practices and education sources. Register.  

Special Interest Group Leader

You here

More on Theory of Planned Behavior
Best Practices

Expert Tips


About 12manage | Advertising | Link to us | Privacy | Terms of Service
Copyright 2016 12manage - The Executive Fast Track. V14.1 - Last updated: 28-10-2016. All names tm by their owners.