Tanya is a researcher for a large marketing research firm. Her client is complaining that the theory of reasoned action model that they have been using has not been successful at predicting their customers' behaviour because it ignores factors that are intervening between intent and performance. What theory could Tanya consider applying into a new model that would account for these intervening factors?

Question

Quizplus · Accepted Answer

The theory of trying focuses on the process of trying to perform a behavior, considering factors that may intervene between intention and actual behavior, making it suitable for addressing the client's concerns.

Tanya Is a Researcher for a Large Marketing Research Firm