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Why Not Try Behaviour?

In: Marketing Psychology

Author

Listed:
  • Gordon Foxall

Abstract

An attempt to uncover the factors responsible for the translation of intentions into behaviour was made by Bagozzi (1986, 1992, 1993; Bagozzi et al. 1992a, 1992b) in the theory of self-regulation. The novel thinking behind this approach is that attitude provides only a measure of the extent to which an individual is affectively involved with a behaviour: his or her motivation to act in the specified way depends on the desire to engage in the behaviour. It can be hypothesised, therefore, that desires would show a stronger effect on intentions than would attitudes, that attitude affects would ideally disappear, and that if desires contain explanatory content over and above that provided by subjective norm and past behaviour then they will predict intentions, even though these additional variables are included in the measure of antecedents to intention (Bagozzi and Kimmel 1995).

Suggested Citation

  • Gordon Foxall, 1997. "Why Not Try Behaviour?," Palgrave Macmillan Books, in: Marketing Psychology, chapter 3, pages 35-51, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37517-8_3
    DOI: 10.1057/9780230375178_3
    as

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