| Abstract: | Tested variations of M. Fishbein's (1967, 1975) extended behavioral intention model across 4 brands of beer for 172 males and across 5 brands of soft drinks for 184 females. Respondents were members of the University of South Carolina Consumer Panel. Multiple regression and correlation analyses were employed to assess the hypothesized relationships between behavioral intentions, attitudes, normative beliefs, and beliefs toward brand attributes and evaluations. An attempt was made to assess the relative influence of the model's attitudinal and normative components on consumer choice across all brands. The attitudinal component was operationalized as both a simple affective state and a summated score of attribute beliefs and evaluation scores. Both measures of brand attitudes were consistently found to be more influential than normative beliefs in the explanation of intentions. (19 ref) (PsycINFO Database Record (c) 2010 APA, all rights reserved) |
