The Theory of Trying

By John Dudovskiy

Theory of TryingThe Theory of Trying promoted by Bagozzi and Warsaw (1990) focuses on the assessment of trying to act. In other words, in theory of trying “an attitude toward a reasoned action is replaced by an attitude toward trying and an intention is restricted to an intention to try” (Carsrud et al., 2009, p.155). In theory of trying Bagozzi and Warsaw (1990) divide goals into two categories: intermediate and end-state goals.


In relation to this theory Gould et al. (1997) have identified two main reasons of why consumers may fail to try to consume. Firstly, consumers may fail to consider the options available to them. Secondly, consumers may consciously refrain from buying for various reasons.



Bagozzi, R. & Warsaw, L. (1990) “Trying to Consumer” Journal of Consumer Research 17, (2) pp. 127 – 140.

Carsrud, A., Brannback, M., Elfving, J. & Brandt, K. (2009) “Motivations: The Entrepreneurial Mind and Behaviour” in Understanding the Entrepreneurial Mind: Opening the Black Box, editors Carsrud, A. & Brannback, M.

Category: Consumer Behaviour