CONSUMPTION OCCASION INFLUENCE ON CONSUMER BRAND CHOICE *

Abstract

ABSTRACT The effects of consumer brand attitudes and consumption situations on behavioral intentions and reported behavior are analyzed for 172 adult beer drinkers. The inclusion of situational variables in the multiple regression equations substantially increased the levels of explained variances for behavioral intentions and reported behavior. The inclusion of an interaction term of attitude‐toward‐the‐object and a consumption situation did not increase the level of explained variance of behavioral intention; substantial improvement in the levels of explained variance of reported behavior was found with an interaction term in the equations. Thus, behavioral intention toward a particular brand is likely to be modified by situational influences.

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