title: The attitude-behavior relationship in consumer conduct: the role of norms, past behavior, and self-identity.
abstract: The authors used a revised planned behavior model in the consumer domain. The revised model incorporated separate measures of descriptive and injunctive/ prescriptive norms, self-identity, and past behavior in an effort to improve the predictive power of the theory of planned behavior (TPB; I. Ajzen, 1985) in relation to a self-reported consumer behavior: purchasing one's preferred soft drink. At Time 1, respondents (N = 112) completed self-report measures of (a) attitudes, (b) perceived behavioral control, (c) descriptive and injunctive/prescriptive norms, (d) self-identity, (e) past behavior, and (f) intentions. The authors assessed self-reported behavior 1 week later (Time 2). Attitudes, injunctive/prescriptive norms, descriptive norms, past behavior, and self-identity were all positively related to purchase intentions, and intentions were predictive of self-reported behavior at Time 2. These findings highlight the utility of the TPB in the consumer domain.
authors.affiliation: School of Psychology, Washington Singer Laboratories, University of Exeter, Exeter EX4 4QG, London, UK. j.r.smith@exeter.ac.uk
authors.forename: Joanne R
authors.initials: JR
authors.lastname: Smith
authors.forename: Deborah J
authors.initials: DJ
authors.lastname: Terry
authors.forename: Antony S R
authors.initials: AS
authors.lastname: Manstead
authors.forename: Winnifred R
authors.initials: WR
authors.lastname: Louis
authors.forename: Diana
authors.initials: D
authors.lastname: Kotterman
authors.forename: Jacqueline
authors.initials: J
authors.lastname: Wolfs
mesh_terms: D000293:Adolescent; D001290:Attitude; D003256:Community Participation; D005260:Female; D006801:Humans; D008297:Male; D012649:Self Concept; D012919:Social Behavior; D012933:Social Identification