A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein

Paul R. Warshaw

340 citations0/0 files storedJournal of Marketing Research

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Behavioral Health and Interventions Consumer Behavior and Marketing Influence Economic and Environmental Valuation

Abstract

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.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1979A Paradigm for Developing Better Measures of Marketing Constructs 1997Motivation and Personality 2025Advances in Consumer Research 1977Handbook of Industrial and Organizational Psychology.1979Review of Psychometric theory (2nd ed.).1957The Measurement of Meaning

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