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Contolling And Informational Planned Behavior: Self-Determination Theory And The Theory Of Planned Behavior, J. Paul Leavell
Contolling And Informational Planned Behavior: Self-Determination Theory And The Theory Of Planned Behavior, J. Paul Leavell
Atlantic Marketing Association Proceedings
Self-determination theory (SDT) is a paradigm of human motivation and an approach to personality that focuses on an individual’s psychological needs and how those needs interact with self motivation (Ryan and Deci, 2000). SDT explores the foundation of intrinsic motivation (Deci and Ryan, 1985) which can be applied as marketing theory. Additionally this theory offers the opportunity for comparison and integration with the theory of planned behavior (TPB). Deci and Ryan (1985) published this theory within the same year that Ajzen (1985) published the theory of planned behavior (TPB). While SDT has a predominantly intrinsic focus, TPB maintains a primarily …