Envisioning the Future of Behavioral Decision-Making: A Systematic Literature Review of Behavioral Reasoning Theory

Abstract

Behavioral theories have been extensively referred to in consumer behavior literature to understand the factors influencing user intentions and behavior. Behavioral reasoning theory (BRT) is a relatively new theory that determines the linkage between beliefs, reasons, motives, intentions, and behavior. This study conducts a systematic literature review (SLR) to synthesize the existing body of knowledge around BRT. The present SLR critically examines the origin of this theory and its linkages with other behavioral theories, thus providing insightful knowledge on its foundations. Further, it presents the state-of-the-art research knowledge, research themes, implications, and future directions related to BRT literature. Our analysis shows that the reasons for and reasons against construct plays an important role in predicting consumer behavior. This study also finds that research related to BRT is growing rapidly and needs methodological advancements. These findings will enable scholars and practitioners to better understand how BRT works, what its strengths and potential are, the contexts in which it has been utilized, its existing limitations, and the sort of methodological advancements needed in future studies on marketing.

Consumers’ Resistance to Digital Innovations: A Systematic Review and Framework Development

“…A robust search protocol was devised to identify studies to be reviewed, which aligns with the SLR methodology used by prior scholars (Kushwah et al, 2019b; Sahu et al, 2020; Seth et al, 2020). Two well-known databases, Web of Science (WOS) and Scopus, were used for searching relevant studies for this review.…”

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“…Towards this end, the current study proposes to employ the systematic literature review (SLR) methodology, which offers one way the extensive evaluation of the related research, yielding multiple benefits as discussed by prior SLR studies (e.g. Behera et al, 2019; Seth et al, 2020; Sahu et al, 2020).…”

Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?

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Managing digital transformation of smart cities through enterprise architecture – a review and research agenda

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