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Incorporating consumers' motivations into the theory of reasoned action

✍ Scribed by Julie Fitzmaurice

Publisher
John Wiley and Sons
Year
2005
Tongue
English
Weight
136 KB
Volume
22
Category
Article
ISSN
0742-6046

No coin nor oath required. For personal study only.

✦ Synopsis

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.

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