In accordance with the theory-of-reasoned-action model, to understand intention, marketers also need to measure the _____ that influence an individual's intention to act.
A) opinions
B) behavioural attitudes
C) cognitive attitudes
D) subjective norms

Question

Quizplus · Accepted Answer

The theory-of-reasoned-action model suggests that an individual's intention to act is influenced by their subjective norms, which are the perceived social expectations and pressures to perform or not perform a specific behavior. Therefore, measuring subjective norms along with attitudes is essential for understanding consumer intention.

In Accordance with the Theory-Of-Reasoned-Action Model, to Understand Intention, Marketers