Predicting Purchase and Other Behaviors from General and Contextually Specific Intentions
Open Access
- 1 February 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 17 (1) , 26-33
- https://doi.org/10.1177/002224378001700103
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.Keywords
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