Theory overview
The theoretical framework which informs this body of work is based on three areas; the decision making process of adolescents, the Theory of Reasoned Action and the perspective afforded by marketing viewpoint.
Adolescent decision making has been shown to be complex phenomenon impacted by a range of factors that are distinct from those influencing the decisions of adults. The flow of those decisions to form intent is the domain of interest for the Theory of Reasoned Action (TRA), a powerful tool to understand how intention is formed and, importantly, how this intention is translated into behaviour. Finally, the customer oriented perspective provided by a marketing perspective is presented to define the unique perspective of this study.
Together these three aspects of the theoretical framework show this work will differ from previous work in that it will focus on the formation and intent and the manifestation of this intent as behaviour from a ‘customer’ centric perspective.
Adolescent decision making has been shown to be complex phenomenon impacted by a range of factors that are distinct from those influencing the decisions of adults. The flow of those decisions to form intent is the domain of interest for the Theory of Reasoned Action (TRA), a powerful tool to understand how intention is formed and, importantly, how this intention is translated into behaviour. Finally, the customer oriented perspective provided by a marketing perspective is presented to define the unique perspective of this study.
Together these three aspects of the theoretical framework show this work will differ from previous work in that it will focus on the formation and intent and the manifestation of this intent as behaviour from a ‘customer’ centric perspective.