The Fishbein intention model often produces weak and inconsistent predictions in marketing applications. Of equal concern, high multicollinearity between independent variables is typical. A new intention model was developed and tested. Results show high stability, reliability, and predictiveness across diverse test products, with very low intercorrelations between explanatory variables.
Get full access to this article
View all access options for this article.
References
1.
AhtolaO. T. (1976), “Toward a Vector Model of Intentions,” in Advances in Consumer Research, Vol. III, AndersonB. B., ed. Cincinnati, Ohio: Association for Consumer Research.
2.
AjzenI. and FishbeinM. (1973), “Attitudinal and Normative Variables as Predictors of Specific Behaviors,” Journal of Personality and Social Psychology, 27 (July), 41–57.
3.
AjzenI. and FishbeinM. (1977), “Attitude-Behavior Relations: A Theoretical Analysis and Review of Empirical Research,” Psychological Bulletin, 84 (May), 888–919.
4.
AlexanderH. W. (1947), “The Estimation of Reliability When Several Trials are Available,” Psychometrika, 12 (June), 79–99.
5.
BassF. and TalarzykW. (1972), “An Attitude Model for the Study of Brand Preference,” Journal of Marketing Research, 9 (February), 93–6.
6.
BeckerB. and GreenbergM. (1978), “Probability Estimates by Respondents: Does Weighting Improve Accuracy,” Journal of Marketing Research, 15 (August), 482–6.
BettmanJ. (1973), “A Threshold Model of Attribute Satisfaction Decisions,” Working Paper No. 1, Center for Marketing Studies, University of California, Los Angeles (September).
9.
BlairE., SudmanS., BradburnN., and StockingC. (1977), “How to Ask Questions About Drinking and Sex: Response Effects in Measuring Consumer Behavior,” Journal of Marketing Research, 14 (August), 316–21.
10.
BonfieldE. (1974), “Attitude, Social Influence, Personal Norms, and Intention Interactions as Related to Brand Purchase Behavior,” Journal of Marketing Research, 11 (November), 379–89.
11.
BourneF. (1963), “Different Kinds of Decisions and Reference-Group Influence,” in Marketing and the Behavioral Sciences, BlissP., ed. Boston: Allyn and Bacon.
12.
BrodyR. and CunninghamS. (1968), “Personality Variables and the Consumer Decision Process,” Journal of Marketing Research, 5 (February), 50–7.
13.
BrunoA. and WildtA. (1975), “Toward Understanding Attitude Structure: A Study of the Complementarity of Multiattribute Attitude Models,” Journal of Consumer Research, 2 (September), 137–45.
14.
BurnkrantR. (1978), “Interpersonal Influence in Consumer Behavior,” unpublished working paper, Institute of Business and Economic Research, University of California, Berkeley.
15.
BurtC. (1955), “Test Reliability Estimated by Analysis of Variance,” British Journal of Statistical Psychology, 8 (November), 103–18.
16.
ByrnesJ. (1964), “Consumer Intentions to Buy,” Journal of Advertising Research, 4 (September), 49–51.
17.
CampbellJ. P. (1976), “Psychometric Theory,” in Handbook of Industrial and Organizational Psychology, DunnetteM. D., ed. Chicago: Rand McNally.
18.
CattinP. (1978a), “On Formulas of Crossvalidated Multiple Correlation,” working paper, Center for Research and Management Development, University of Connecticut.
19.
CattinP. (1978b), “On the Use of Formulas of the Predictive Validity of Regression in Consumer Research,” in Advances in Consumer Research, Vol. VI, WilkieW. L., ed. Miami Beach: Association for Consumer Research.
20.
ChurchillG. (1979), “A Paradigm for Developing Better Measures of Marketing Constructs,” Journal of Marketing Research, 16 (February), 64–73.
21.
CohenJ. and BarbanA. (1970), “An Interactive Consumer-Product Typological System: A Progress Report and Partial Evaluation,” Working Series in Marketing Research, Paper No. 12, College of Business Administration, Penn State University.
22.
CohenJ., FishbeinM., and AhtolaO. (1972), “The Nature and Uses of Expectancy × Value Models in Consumer Attitude Research,” Journal of Marketing Research, 9 (November), 456–60.
23.
CronbachL. J. (1951), “Coefficient Alpha and the Internal Structure of Tests,” Psychometrika, 16 (September), 297–334.
24.
DollardJ. and MillerN. (1950), Personality and Psychotherapy: An Analysis in Terms of Learning, Thinking and Culture. New York: McGraw-Hill Book Company.
25.
DuboisB. (1975), “Ideal Point Versus Attribute Models of Brand Preference: A Comparison of Predictive Validity,” in Advances in Consumer Research, Vol. II, SchlingerM., ed. Chicago: Association for Consumer Research, 321–33.
26.
EinhornH. (1970), “The Use of Nonlinear, Noncompensatory Models in Decision Making,” Psychological Bulletin, 73 (March), 221–30.
27.
EmshoffJ. E. (1971), Analysis of Behavioral Systems. New York: MacMillan Publishing Co., Inc.
28.
FaisonE. (1977), “The Neglected Variety Drive: A Useful Concept for Consumer Behavior,” Journal of Consumer Research, 4 (December), 172–5.
29.
FerberR. and PiskieR. (1965), “Subjective Probabilities and Buying Intentions,” Review of Economics and Statistics, 3 (August), 322–5.
30.
FishbeinM. (1963), “An Investigation of the Relationship Between Beliefs About an Object and the Attitude Toward that Object,” Human Relations, 16 (August), 233–40.
31.
FishbeinM. (1967), “Attitude and the Prediction of Behavior,” in Readings in Attitude Theory and Measurement, FishbeinM., ed. New York: John Wiley & Sons, Inc.
32.
FishbeinM. (1972), “The Search for Attitudinal-Behavior Consistency,” in Behavioral Science Foundations of Consumer Behavior, CohenJ., ed. New York: Free Press.
33.
FishbeinM. (1976), “Extending the Extended Model: Some Comments,” in Advances in Consumer Research, Vol. III, AndersonB. B., ed. Cincinnati, Ohio: Association for Consumer Research.
34.
FishbeinM. and AjzenI. (1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, Massachusetts: Addison-Wesley, 1975.
35.
GlassmanM. (1971), “The Effects of Personality and Demographic Factors on the Formation of Attitudes Toward Convenience Goods,” unpublished Master's thesis, University of Illinois.
36.
GlassmanM. and FitzhenryN. (1976), “Fishbein's Subjective Norm: Theoretical Considerations and Empirical Evidence,” in Advances in Consumer Research, Vol. III, AndersonB. B., ed. Cincinnati, Ohio: Association for Consumer Research.
37.
GoldbergL. (1971), “Five Models of Clinical Judgement: An Empirical Comparison Between Linear and Nonlinear Representations of the Human Inference Process,” Organizational Behavior and Human Performance, 6 (July), 458–79.
38.
GranboisD. and SummersJ. (1975), “Primary and Secondary Validity of Consumer Purchase Probabilities,” Journal of Consumer Research, 4 (March), 31–8.
39.
GranboisD. and WilletR. (1968), “An Empirical Test of Probabilistic Intentions and Preference Models for Consumer Durables Purchasing,” in Marketing and the New Science of Planning, KingR., ed. Chicago: American Marketing Association.
40.
GreenP. and WindY. (1973), Multiattribute Decisions in Marketing. Hinsdale, Illinois: Dryden Press.
41.
HarrellG. and BennettP. (1974), “An Evaluation of the Expectancy/Value Model of Attitude Measurement for Physician Prescribing Behavior,” Journal of Marketing Research, 11 (August), 269–78.
42.
HendersonJ. and QuandtR. (1971), Microeconomic Theory, 2nd ed. New York: McGraw-Hill Book Company.
43.
HoytC. (1941), “Test Reliability Estimated by Analysis of Variance,” Psychometrika, 6 (June), 1953–60.
44.
JanisI. and GilmoreJ. (1965), “The Influence of Incentive Conditions on the Success of Role Playing Modifying Attitudes,” Journal of Personality and Social Psychology, 1 (January), 17–27.
45.
JusterF. (1966), “Consumer Buying Intentions and Purchase Probability: An Experiment in Survey Design,” Journal of the American Statistical Association, 61 (September), 658–96.
46.
KarlinsM. and AbelsonH. (1970), Persuasion. New York: Springer.
47.
KelmanH. (1961), “Processes of Opinion Change,” Public Opinion Quarterly, 25 (Spring), 57–78.
48.
KerlingerF. N. (1973), Foundations of Behavioral Research, 2nd ed. New York: Holt, Rinehart and Winston.
49.
KuderG. F. and RichardsonM. W. (1937), “The Theory of the Estimation of Test Reliability,” Psychometrika, 2 (September), 151–60.
50.
LaurentA. (1978), “Effects of Question Length on Reporting Behavior in the Survey Interview,” in Readings in Survey Research, FerberR. L., ed. Chicago: American Marketing Association, 236–53.
51.
LehmannD. (1971), “Television Show Preferences: Application of a Choice Model,” Journal of Marketing Research, 8 (February), 47–55.
52.
LutzR. (1973), “A Comparison of Two Alternative Models of the Attitude-Behavior Relationship,” presented at 81st Annual Convention of the American Psychological Association, Division 23, Montreal, Canada (August).
53.
LutzR. (1976), “Conceptual and Operational Issues in the Extended Fishbein Model,” in Advances in Consumer Research, Vol. III, AndersonB. B., ed. Cincinnati, Ohio: Association for Consumer Research.
54.
MahajanV., JainA., and BergierM. (1977), “Parameter Estimation in Marketing Models in the Presence of Multicollinearity: An Application of Ridge Regression,” Journal of Marketing Research, 14 (November), 586–91.
55.
MaslowA. (1954), Motivation and Personality. New York: Harper & Row.
56.
MathewsH., WillsonD., and HarveyJ. (1974), “An Empirical Test of the Fishbein Behavioral Intention Model,” Working Paper No. 19, College of Business Administration, Pennsylvania State University (February).
57.
MiniardP. and CohenJ. (1979a), “Isolating Attitudinal and Normative Influences in Behavioral Intentions Models,” Journal of Marketing Research, 16 (February), 102–10.
58.
MiniardP. and CohenJ. (1979b), “On the Adequacy of Fishbein's Behavioral Intention Model's Concepts and Measures,” University of Florida Working Paper No.18(April).
59.
NunnallyJ. (1978), Psychometric Theory, 2nd ed. New York: McGraw-Hill Book Company.
60.
OsgoodC., SuciG., and TannenbaumP. (1957), The Measurement of Meaning. Urbana: University of Illinois Press.
61.
ParameswaranR., GreenbergB., BellengerD., and RobertsonD. (1979), “Measuring Reliability: A Comparison of Alternative Techniques,” Journal of Marketing Research, 16 (February), 18–25.
62.
PeterJ. P. (1979), “Reliability: A Review of Psychometric Basics and Recent Marketing Practices,” Journal of Marketing Research16 (February), 6–17.
63.
RajuP., BhagatR., and ShethJ. (1975), “Predictive Validation and Cross-Validation of the Fishbein, Rosenberg and Sheth Models of Attitudes,” in Advances in Consumer Research, Vol. II, SchlingerM. J., ed. Chicago: Association for Consumer Research.
64.
ReibsteinD. (1978), “The Prediction of Individual Probabilities of Brand Choice,” Journal of Consumer Research, 5 (December), 163–8.
65.
ReynoldsW. (1965), “More Sense About Market Segmentation,” Harvard Business Review, 43 (September–October), 107–14.
66.
RogersC. (1951), Client-Centered Therapy: Its Current Practice, Implications and Theory. Boston: Houghton Mifflin.
67.
RogersR. (1979), “Commentary on ‘The Neglected Variety Drive’,” Journal of Consumer Research, 6 (June), 88–91.
68.
RoshwalbI. (1975), “A Consideration of Probability Estimates Provided by Respondents,” Journal of Marketing Research, 12 (February), 100–3.
69.
RussF. (1971), “Consumer Evaluation of Alternative Product Models,” unpublished doctoral dissertation, Carnegie-Mellon University.
70.
RyanM. (1974), “An Empirical Test of a Predictive Model and Causal Chain Derived from Fishbein's Behavioral Intention Model and Applied to a Purchase Intention Situation,” unpublished doctoral dissertation, University of Kentucky.
71.
RyanM. (1978), “An Examination of an Alternative Form of the Behavioral Intention Model's Normative Component,” in Advances in Consumer Research, Vol. V, HuntH. L., ed. Ann Arbor, Michigan: Association for Consumer Research, 283–9.
72.
RyanM. and BonfieldE. (1975), “The Fishbein Extended Model and Consumer Behavior,” Journal of Consumer Research, 2 (September), 118–36.
73.
SchmittN., CoyleB., and RauschenbergerJ. (1977), “A Monte Carlo Evaluation of Crossvalidated Multiple Correlation,” Psychological Bulletin, 84 (July), 751–8.
74.
ScottJ. and WrightP. (1976), “Modeling an Organizational Buyer's Product Evaluation Strategy: Validity and Procedural Considerations,” Journal of Marketing Research, 13 (August), 211–24.
75.
ShethJ. (1969), “Attitude as a Function of Evaluative Beliefs,” presented at American Marketing Association Consumer Workshop, Columbus, Ohio (August).
76.
ShethJ. (1971), “Affect, Behavioral Intention, and Buying Behavior as a Function of Evaluative Beliefs,” in Insights in Consumer and Marketing Behavior, PellmansP., ed. Belgium: Namur University Publications.
77.
ShethJ. (1974), “A Field Study of Attitude Structure and Attitude-Behavior Relationships,” in Models of Buyer Behavior, ShethJ., ed. New York: Harper & Row.
78.
ShethJ. and TalarzykW. (1972), “Perceived Instrumentality and Value Importance as Determinants of Attitudes,” Journal of Marketing Research, 9 (February), 6–9.
79.
SiegalA. and SiegalS. (1957), “Reference Groups, Membership Groups, and Attitude Change,” Journal of Abnormal and Social Psychology, 55 (November), 360–4.
80.
SimonH. (1957), Models of Man. New York: John Wiley & Sons, Inc., 204–5.
81.
SrinivasanV. (1977), “A Theoretical Comparison of the Predictive Power of the Multiple Regression and Equal Weighting Procedures,” Research Paper No. 347, Graduate School of Business, Stanford University.
82.
SudmanS. and BradburnN. (1974), Response Effects in Surveys: A Review and Synthesis. Chicago: Aldine.
83.
TuncalpS. and ShethJ. (1975), “Prediction of Attitudes: A Comparitive Study of the Rosenberg, Fishbein and Sheth Models,” in Advances in Consumer Research, Vol. II, SchlingerM., ed. Chicago: Association for Consumer Research, 389–404.
84.
WarshawP. R. (1980a), “Buying a Gift: Product Price Moderation of Social Normative Influences on Gift Purchase Intentions,” Personality and Social Psychology Bulletin, 6 (March), 143–6.
85.
WarshawP. R. (1980b), “Predicting Purchase and Other Behaviors from General and Contextually Specific Intentions,” Journal of Marketing Research, 17 (February), 26–33.
86.
WeigelR. and NewmanL. (1976), “Increasing Attitude-Behavior Correspondence by Broadening the Scope of the Behavioral Measure,” Journal of Personality and Social Psychology, 33 (June), 793–802.
87.
WhiteR. (1959), “Motivation Reconsidered: The Concept of Competence,” Psychological Review, 66 (September), 297–333.
88.
WoodsideA. and ClokeyJ. (1974), “Multi-Attribute/Multi-Brand Attitude Model for the Study of Consumer Brand Choice,” Journal of Advertising Research, 14 (October), 33–40.
89.
WoodsideA., and CombesJ. (1975), “Similarities and Differences of Generalized Brand Attitudes, Behavioral Intentions, and Reported Behavior,” in Advances in Consumer Research, Vol. II, SchlingerM., ed. Chicago: Association for Consumer Research, 335–44.
90.
WrightP. (1973), “Use of Consumer Judgement Models in Promotion Planning,” Journal of Marketing, 37 (October), 27–33.
