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Theories & Approaches

All Theories & Approaches

Challenges and Considerations

As the previous section on using TRA in your own setting suggests, the main challenge to using the TRA is that it is technically demanding, requiring sophisticated statistical analysis skills and significant up-front investments to understand attitudes and norms and to develop measures and scales that capture them.

However, the benefits of using the TRA also are substantial. Its strength is that it provides a unique window into the specific reasons that individuals or groups are motivated to behave in particular ways — reasons we may otherwise overlook. The TRA doesn't tell us what those reasons are, but it does give us a tool to find out in a specific, measurable way that we can trust.

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