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Behavior and prediction of behavior

In: Cross-Cultural Consumer Behavior

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Abstract

This chapter focuses on understanding the drivers of behavior. It reviews the theory of reasoned action (TRA) and the subsequent theory of planned behavior (TBP). TRA limits the predictors of behavior to attitude towards the behavior and subjective norms. TBP adds to that theory a role for perceived behavioral control, and also external variables, e.g., sociodemographic characteristics and personality traits. Numerous studies suggest that these models are valid across cultures and across varying life domains. Interestingly, several studies show that in individualist societies, individual attitudes contribute disproportionately to behavior prediction, whereas in collectivist societies, norms and values are better predictors. Also derived from TRA is the technology acceptance model (TAM) which was developed to predict the likelihood that people will use computers. TAM seems to be better than TRA and TPB at predicting technology-savvy innovative behavior.

Suggested Citation

  • ., 2023. "Behavior and prediction of behavior," Chapters, in: Cross-Cultural Consumer Behavior, chapter 16, pages 259-270, Edward Elgar Publishing.
    • Handle: RePEc:elg:eechap:21561_16
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