WHAT IS THE THEORY OF PLANNED BEHAVIOR?

In marketing, there are so many theories and guiding principles we use to understand consumer behavior but one that sticks out is the theory of planned behavior.
 
Let’s take a look at it.

What's the theory?

The theory of planned behavior is a theory used to predict consumer behavior based on behavioral intent. 
 
The theory is made up of six tenants that represent consumer behavior.
 
  1. Attitudes – favorable or unfavorable feelings.
  2. Behavioral intention – motivational factors for performed actions
  3. Subjective norms – The belief that people approve or disapprove of certain behavior.
  4. Social norms – customary codes of behavior.
  5. Perceived power – the belief that factors may hurt or help the performance of the behavior.
  6. Perceived behavioral control – the degree of difficulty someone feels in performing a behavior.

how does this apply to marketing?

This theory can greatly impact your perspective of marketing by better understanding the different ways consumers behave, perceive their behaviors, and motivate themselves.

With all this in mind, you should be able to gear your messages and marketing communications in favor of your target audience’s behaviors. 

Leave a Reply

Your email address will not be published.

GET MARKETING TIPS IN YOUR INBOX

Learn branding, SEO, SEM, data analysis, and more from your favorite Miami marketing consultant!

EXPLORE MORE DIGITAL MARKETING TIPS

Uncategorized

HOW TO CHOOSE THE RIGHT MARKETING CHANNELS

As a business owner, moving your products throughout multiple marketing channels to reach the end consumer can be challenging. If you choose the wrong channel, it

LET'S IMPROVE YOUR DIGITAL MARKETING

Schedule a comprehensive digital marketing consultation with Lionel Rivera below.