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Incorporating consumers' motivations into the theory of reasoned action
Abstract
Consumers are motivated to engage in activities for many varied reasons. The present study broadens the theory of reasoned action model to include three variables reflecting motivations: hedonic involvement, self-expressive involvement, and self-concept congruity. It is suggested that eagerness to engage in a behavior encapsulates emotional commitment, and including this affective variable would further broaden the cognitive approach taken to model a consumer's intention to engage in a behavior. A model that links hedonic involvement, self-expressive involvement, self-concept congruity, subjective norm, and attitude toward the behavior to both intentions and eagerness is proposed. In addition, eagerness is posited as a mediator linking these three new variables to intentions. The models are tested with the use of data from 717 adults. © 2005 Wiley Periodicals, Inc.
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The theory of planned behavior
Ajzen, I. (1991) · Organizational Behavior and Human Decision Processes · doi:10.1016/0749-5978(91)90020-t · Cited by 90,587
Efficacy of the Theory of Planned Behaviour: A meta‐analytic review
Armitage, C. J., & Conner, M. (2001) · British Journal of Social Psychology · doi:10.1348/014466601164939 · Cited by 9,970
Sheppard, B. H., Hartwick, J., & Warshaw, P. R. (1988) · Journal of Consumer Research · doi:10.1086/209170 · Cited by 3,867
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Predicting consumer intentions to purchase energy‐efficient products
Ha, H., & Janda, S. (2012) · Journal of Consumer Marketing · doi:10.1108/07363761211274974 · Cited by 386
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Nam, C., Dong, H., & Lee, Y.-A. (2017) · Fashion and Textiles · doi:10.1186/s40691-017-0091-3 · Cited by 197
Rehman, M. (2022) · Business and Economics Research Journal · doi:10.20409/berj.2022.385 · Cited by 1
Metadata
- Authors
- Fitzmaurice, J.
- Venue
- Psychology and Marketing
- Publisher
- Wiley
- Published
- 2005
- Volume
- 22
- Issue
- 11
- Pages
- 911-929
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W1996515083
- Cited by
- 189
- References
- 3
- FWCI
- 5.62
- Type
- journal article
- Language
- en
- Open access
- closed
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