Here’s a little background in social psychology:
During the late 70’s, psychologists Martin Fishbein and Icek Ajzen developed a model in predicting people’s behavior, called the Theory of Reasoned Action, or simply, TRA. It follows the equation Behavioral Intention (BI) = Attitude (A) + Social Norms (SN).
In simple terms, they believe that a person’s voluntary behavior is a combination of his attitude towards that behavior and how he thinks other people would perceive that behavior if he actually performs it.
For example, you want to get a tattoo on your arm (behavioral intention). The decision to whether or not you will indeed get a tattoo will be affected by the fact that:
- you like tattoos, and you think there’s nothing wrong with having one (personal attitude)
- people who have tattoos are generally associated with impurity and rebellious behavior, plus the fact that your friends and family are disgusted with it (social norm)
Whichever of the two has more weight will ultimately dictate your actual behavior. That’s TRA. Now imagine the use of this theory in B2B lead generation.
Read more at: B2B Lead Generation and the Theory of Reasoned Action
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