The Effect of Attitudes and Previous Behavior on Consumer Choice

Abstract

Summary The purpose of this study was to assess the ability of both previous behavior and attitudes as independent variables to predict and explain brand choice behavior for a group of male beer drinkers. A longitudinal design was employed to assess behavior and attitudes toward four brands across multiple time periods for a group of 115 consumers. The average multiple correlation across the four brands with the use of a single-dimension attitude measure and previous behavior as predictors of current behavior was .71. The contribution of previous behavior to the overall variance explained in current behavior for the Ss was quite substantial in comparison to the contributions to explained variance made by both the attitudinal construct alone and the joint interaction of both explanatory variables. However, attitudinal variables corresponding to the underlying cognitive structure of consumers along product dimensions offer the potential for a more complete explanation and description of brand choice decision processes.

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