How to Apply TPB Theory in Marketing?

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Human Behavior > Forum > How to Apply TPB Theory in Marketing?

How to Apply TPB Theory in Marketing?
Rice Williams, Director, United States, Member
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, Member
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Theory of Planned Behavior in Advertising
Jaap de Jonge, Management Consultant, Netherlands
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