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A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein

Warshaw, Paul R.·1980·Journal of Marketing Research

DOI 10.1177/002224378001700201

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Abstract

The Fishbein intention model often produces weak and inconsistent predictions in marketing applications. Of equal concern, high multicollinearity between independent variables is typical. A new intention model was developed and tested. Results show high stability, reliability, and predictiveness across diverse test products, with very low intercorrelations between explanatory variables.

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Authors: Warshaw, P. R.
Affiliations: McGill University (CA)
Corresponding author: Warshaw, Paul R.
Venue: Journal of Marketing Research
Publisher: SAGE Publications
Published: 1980-05
Volume: 17
Issue: 2
Pages: 153-172
ISSN: 0022-2437 (ISSN-L)
1547-7193
DOI: 10.1177/002224378001700201
OpenAlex: W1973144792
Cited by: 340
References: 74
Citations by year: 2026: 3 · 2025: 6 · 2024: 12 · 2023: 10 · 2022: 18 · 2021: 12 · 2020: 11 · 2019: 8 · 2018: 11 · 2017: 14 · 2016: 8 · 2015: 16 · 2014: 16 · 2013: 12 · 2012: 20
FWCI: 3.25
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Marketing Research (publishedVersion)
Topics: Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economic and Environmental Valuation
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: attitude-behavior relationship, multicollinearity, marketing applications

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A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein

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