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Membership Marketing and Reasoned Action Theory (RAT)
Membership Marketing
FEBRUARY 4, 2023
For many years, social scientists have used Reasoned Action Theory (RAT) to evaluate a person's intention to take an action. Daniel O’Keefe, a preeminent scholar in the field, says of RAT, “It is unquestionably the most influential general framework for understanding the determinants of voluntary action.” A simplistic overview of reasoned action theory lays out our four drivers of intention leading to a behavior.
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