Fishbein's Intentions Model: A Test of External and Pragmatic Validity

Michael J. Ryan · E. H. Bonfield

112 citations0/0 files storedJournal of Marketing

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Behavioral Health and Interventions Marketing and Advertising Strategies Technology Adoption and User Behaviour

Abstract

An unobtrusive measure of overt behavior and personal verbal responses is employed to examine the external validity of the Extended or Intentions Model. An application is tested involving the model's usefulness in formulating promotional strategies designed to increase the number of loan applications at a credit union.

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References

1951Coefficient Alpha and the Internal Structure of Tests 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 2025Advances in Consumer Research 1971Verbal behavior and general behavior theory 1973Attitudinal and normative variables as predictors of specific behavior.1978Consumer and Industrial Buying Behavior 1979Purchase Intentions and Purchase Behavior 1979Conceptual and theoretical developments in marketing

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