Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption

Abstract

This study investigated the usefulness of the theory of reasoned action for fast food restaurant patronage decisions.The theory of reasoned action was found to generalize across four samples drawn from the United States (N = 246), Italy (N = 123), The People's Republic of China (N = 264), and Japan (N=419).However, predictions under the theory of reasoned action were found to vary, depending on the social setting (eating alone or eating with friends) and cultural orientation (independent vs. interdependent).Among other results, subjective norms were found to influence decisions when eating with friends, but not when alone; the effects of attitudes, subjective norms, and past behavior on intentions were greater for Americans than Italians, Chinese, or Japanese; and in general, more explained variance occurred for Western (American, Italian) than Eastern (Chinese, Japanese) cultures.The theory of reasoned action (TRA), a model of the determinants of volitional behavior, maintains that behavior is directly influenced by intentions to act, and, in turn, intentions to act are determined by one's attitude toward the act and felt subjective norm that one should act (Ajzen & Fishbein, 1980).Consumer researchers have applied the TRA to a wide variety of behaviors over the years, including the consumption of automobiles, banking services, computer software, coupons, detergents, and soft drinks, among many others

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