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ERIC Number: ED105310
Record Type: RIE
Publication Date: 1975-Feb-18
Pages: 42
Abstractor: N/A
Reference Count: 0
The Prediction of Consumer Buying Intentions: A Comparative Study of the Predictive Efficacy of Two Attitudinal Models. Faculty Working Paper No. 234.
Bhagat, Rabi S.; And Others
The role of attitudes in the conduct of buyer behavior is examined in the context of two competitive models of attitude structure and attitude-behavior relationship. Specifically, the objectives of the study were to compare the Fishbein and Sheth models on the criteria of predictive as well as cross validities. Data on both the models were obtained simultaneously from 243 respondents in the Champaign-Urbana area. The results show that the Sheth model has high predictive validity and cross-validity, while the Fishbein model has lower predictive validity but high cross-validity. The comparative findings on the models were discussed in terms of their operationalization of the underlying constructs. And finally, the importance of other relevant moderator variables in improving the consistency of relationship between attitudes and behavior was shown. (Author)
Professor J. N. Sheth, Department of Business Administration, University of Illinois, Urbana, Illinois 61820
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: Illinois Univ., Urbana. Coll. of Commerce and Business Administration.
Note: Paper presented at the Annual Meeting of the American Psychological Association (82nd, New Orleans, Louisiana, August 1974)