How to Apply TPB Theory in Marketing?

Human Behavior
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Rice Williams, United States

How to Apply TPB Theory in Marketing?

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"?


Ruben Hernandez Acosta, Mexico

TPB for Marketing

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.

Jaap de Jonge
Editor, Netherlands

Theory of Planned Behavior in Advertising

As is mentioned in the summary, just providing information about products is not very effective in a... Sign up


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