Mar 3503 Lecture Notes - Lecture 5: Theory Of Reasoned Action
Document Summary
Most research has found rather weak relationships between attitudes toward an object and specific single behaviors. It is not possible to predict with accuracy any specific behavior based on knowing a person"s overall attitude toward the object of the behavior. Marketers need a model that identifies the attitudinal factors that influence specific behaviors. The immediate determinant of whether consumers will engage in a particular behavior is their. B ~ bi = aact ( 1) +sn ( 2) Bi = consumers" intention to engage in that behavior. Aact = consumer"s attitude toward engaging in that behavior. Sn = subjective norm regarding whether other people want the consumer to engage in that behavior. 1 and 2 = weights that reflect the relative influence of the aact and sn components on bi. Any reasonably complex voluntary behavior is determined by the person"s intention to perform that behavior. Consciously consider the consequences of alternative behaviors.
