theory of reasoned action

A good general description of the theory can be found here.

Attached here is a PDF document that combines the diagram for the theory with a worksheet developed by Sanestorm. The worksheet combines aspects of the “Four Ps,” memory levels, intention gaps and the Theory of Reasoned Action.

Instructions:

  • Write the name of the product or service you are marketing at the top of the sheet
  • Clearly state desired consumer behavior
  • Indicate current memory level of product/service relative to the behavior desired
  • Beneath the 4Ps area, clearly state the intent to behave
  • For all/some of the 4Ps, indicate intention gaps that may be preventing the desired behavior
  • Choose one intention gap to address
  • In the “belief” area, note beliefs about the intention gap within the targeted consumer group.
  • Indicate the strength and importance (as percentages) of each belief
  • The “total/attitude toward outcome” is the product of the two percentages.
  • In the “group behavior” area, note group behaviors relative to the intention gap
  • Indicate the normal-ness and motivation to comply (as percentages) of each group behavior, relative to the consumer group you are targeting.
  • The “total/attitude about what the group does” is the product of the two percentages.
  • Examine the results of the “total” columns to see what beliefs and attitudes have the strongest association with your desired behavior in the consumer group.
  • Those beliefs/attitudes with the largest product are the ones most strongly held. If these beliefs/attitudes have not already been addressed by your marketing, you are probably missing something very apparent and/or essential to your process.
  • Those beliefs/attitudes with the smallest product are most likely to yield dramatic results when addressed by appropriate marketing strategies, as they indicate areas where the potential for belief change is greatest.

It looks pretty complicated, but it’s a good way to tease useful ideas out of a seemingly hopeless marketing situation.

Our thanks to Arite Isaac of the ad agency Young/Isaac for introducing this to us.

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