Self-efficacy: Motivating Your B2B Audience to Buy
As both a B2B marketer and behavioral scientist, I am constantly examining individuals buying behavior to determine what motivates them to make purchasing decisions. Thus, while reviewing Social Cognitive Theory and what it can teach us about human behavior, I knew it was something I had to discuss. The tenets of SCT are vast, so I won’t attempt to explain the whole theory; instead, I’d like to talk about one of it’s concepts (and one I mentioned last week): self-efficacy.