In class on Jan. 30, we talked about theory. These websites could aid in your understanding of specific theory as well as developing the research project.
- Theory of Planned Behavior
- Self Determination Theory
- Unified Theory of Acceptance and Use of Technology
- Technology Acceptance Model
- Big 5
Remember, in marketing, we usually want to predict intention to perform an action or behavior, and/or the actual action or behavior. For example, we could predict the likelihood you will vote in the next election and/or did you vote in the next election.
You need to consider what makes people do the things they do. Each of the linked items could explain and predict the likelihood of an individual voting in the next election, buying brand X of toothpaste, using a blog, etc.
Your instructor suggests you (1) consider on what you want to predict and (2) then try to find predictors (e.g., subjective norm, attitude, extrinsic motivation).