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- Title
Predicting Purchase and Other Behaviors from General and Contextually Specific Intentions.
- Authors
Warshaw, Paul R.
- Abstract
Marketing research often finds weak correspondence between purchase intentions and subsequent behaviors. The author claims lack of contextually specific measures is partially responsible. Existent research supports this contention. The study reported empirically compares direct and conditional intentions as predictors of soft drink purchases. The conditional format is more predictive.
- Subjects
ORAL communication; INTENTION (Logic); CONSUMER behavior; COMMUNICATIONS research; BRAND choice; PURCHASING -- Social aspects; HIERARCHY of effects model (Communication); MARKETING strategy; MARKETING research; CONSUMER attitudes; HUMAN behavior research; HOUSEHOLDS; PSYCHOLOGY; MARKETING
- Publication
Journal of Marketing Research (JMR), 1980, Vol 17, Issue 1, p26
- ISSN
0022-2437
- Publication type
Article
- DOI
10.2307/3151113