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Mkt4025 W4

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Stephan Dahl
Stephan Dahl
Economy & FinanceTechnology
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Theory of Reasoned Action Theory of Planned Behaviour MKT4025
Value Expectancy ,[object Object],[object Object],[object Object],[object Object]
Social Attribution Theory
really simplistically put... Attitudes Norms Behaviour (maybe)
Attitudes ,[object Object],[object Object],[object Object]
Norms ,[object Object],[object Object],[object Object],[object Object],[object Object]
Theory of Reasoned Action Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behaviour Attitudes Soc. Norms =?
So ,[object Object],[object Object]
Theory of Reasoned Action Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Fischbein 1966
TRA ,[object Object],[object Object]
SET ,[object Object],[object Object],[object Object]
Theory of Planned Behaviour Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Ajzen & Fischbein Control beliefs Perceived power Perceived behavioural control
Or (newer version) Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control
Points to note ,[object Object],[object Object],[object Object]

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Mkt4025 W4

  • 1. Theory of Reasoned Action Theory of Planned Behaviour MKT4025
  • 2.
  • 4. really simplistically put... Attitudes Norms Behaviour (maybe)
  • 5.
  • 6.
  • 7. Theory of Reasoned Action Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behaviour Attitudes Soc. Norms =?
  • 8.
  • 9. Theory of Reasoned Action Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Fischbein 1966
  • 10.
  • 11.
  • 12. Theory of Planned Behaviour Behavioural beliefs Evaluation of behavioural outcomes Attitude towards behaviour Normative beliefs Motivation to comply Subjective norms Behavioural intention Behaviour Ajzen & Fischbein Control beliefs Perceived power Perceived behavioural control
  • 13. Or (newer version) Aizen, 2006 Behavioural Beliefs Attitude toward the behaviour Normative Beliefs Subjective Norm Control Beliefs Perceived behavioural control Intention Behaviour Actual behavioural control
  • 14.