Espoused theory is what people say guides their conduct, including stated values and decision principles. It can diverge from their recurring behavior, so declarations alone are insufficient evidence of the theory that actually governs action.
- Entry typeKey concept
- Category of its source unitAnalytical Frameworks, Typologies & Heuristics
- DomainOrganization & Structure
What these mean
Editorial orientation · Entry type
Key concept
Key concepts are the working vocabulary of the field: the terms that the models and tools rely on and that a decision about communication has to use precisely. Each entry defines the term and sends you to the brief or the self-guided audit where it is put to work.
Editorial orientation · Category
Analytical Frameworks, Typologies & Heuristics
Organizes dimensions, distinctions, types or questions so that a situation can be examined systematically. A framework supplies structure, a typology distinguishes forms, and a heuristic offers a usable way to orient judgment.