The attitude-behavior relationship in consumer conduct: the role of norms, past behavior, and self-identity.
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.
Smith
Joanne R
JR
School of Psychology, Washington Singer Laboratories, University of Exeter, Exeter EX4 4QG, London, UK. j.r.smith@exeter.ac.uk
Terry
Deborah J
DJ
Manstead
Antony S R
AS
Louis
Winnifred R
WR
Kotterman
Diana
D
Wolfs
Jacqueline
J
D000293:Adolescent; D001290:Attitude; D003256:Community Participation; D005260:Female; D006801:Humans; D008297:Male; D012649:Self Concept; D012919:Social Behavior; D012933:Social Identification