Predictors of the Intention-Purchase Correspondence:
A Natural Experiment with Brand Reinforcement
Keywords:
Consumer behavior, Intention, Reinforcement, Brand choice, LearningAbstract
Some consumers go into stores willing to buy brands that lead to different utilitarian and informational reinforcement. They may or may not buy them depending on their learning histories and marketing stimuli in the purchase environment. The aim of this study was to investigate the prediction of both variables on the correspondence between intention-purchase, comparing informational and utilitarian reinforcement groups of brands. A natural between-subjects experiment with 1,016 consumers was realized. The results indicated that when brands offer more reinforcements a higher correspondence between intention and purchase was observed and that the learning history was a predictor in all experimental groups. These results contribute to the empirical validation of the behavioral model in consumption.
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References
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Triandis, H. C. (1980). Values, attitudes and interpesonal behavior. In H. Howe & M. Page (Eds.), Nebraska symposium on motivation (vol. 27, pp. 159-259). Lincoln, NB: University of Nebraska Press.
Uncles, M., Ehrenberg, A., & Hammond, K. (1995). Patterns of buyer behavior. Marketing Science, 14, 71-78.
Webb, T. L., & Sheeran, P. (2006). Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence. Psychological Bulletin, 132, 249-268.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.
Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52, 27-58.
Ajzen, I. (2008). Consumer attitudes and behavior. In C. P. Haugtvedt, P. Herr & F. R. Kardes (Eds.), Handbook of consumer psychology (pp. 525-548). New York: CRC Press.
Bagozzi, R. (1982). A field investigation of causal relations among cognitions, affect, intentions and behavior. Journal of Marketing Research, 19, 562-584.
Bettman, J. R., Luce, M., & Payne, J. (1998). Constructive consumer choice processes. Journal of Consumer Research, 25(3), 187-217.
Chaiken, S., Wood, W., & Eagly, A.H. (1996). Principles of persuasion. In E. T. Higgins, & A. H. Kruglanski (Eds.), Social psychology: Handbook of basic principles (pp. 702-742). New York: Gilford.
Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward and integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
Ehrenberg, A. S. C., Uncles, M. D., & Goodhardt, G. J. (2004). Understanding brand performance measures: Using Dirichlet benchmarks. Journal of Business Research, 57, 1307-1325.
Fishbein, M., & Ajzen, I. (1975). Belief, atitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Esley.
Foxall, G.R. (1990/2004). Consumer psychology in behavioural perspective. London and New York: Routledge/Beard Books, Fredericks, MD.
Foxall, G. (1997). Marketing psychology: The paradigm in the wings. London: Macmillan.
Foxall, G. (2002). Consumer behaviour analysis: Critical perspectives. London and New York: Routledge.
Foxall, G. R., Oliveira-Castro, J. M., & Schrezenmaier, T. C. (2004). The behavioral economics of consumer brand choice: Patterns of reinforcement and utility maximization. Behavioural Processes, 66, 235”“260.
Jannarelli, E. (2006). A relação entre o dizer e o fazer para o comportamento de escolha de marcas. Dissertação de Mestrado, Pontifícia Universidade Católica de São Paulo, São Paulo.
Klein, L. R., & Lansing, J. (1955). Decisions to purchase consumer durable goods. Journal of Marketing, 20(2), 109-132.
Liska, A. E. (1984). A critical examination of the causal structure of the Fishbein/Ajzen attitude-behavior model. Social Psychology Quarterly, 47, 621-674.
Ouelette, J., & Wood, W. (1998). Habit and intention in everyday life: The multiple processes by which past behaviour predicts future behaviour. Psychological Bulletin, 124, 54-74.
Perillo, R. D. (2007). Avaliando a relação entre satisfação e lealdade dos clientes: Estudo em uma população formada por consumidores de produtos e serviços bancários. Tese de Doutorado. Universidade de Brasília, Brasília.
Petty, R. E. (1995). Attitude change. In A. Tesser (Ed.), Advanced Social Psychology, (vol 6, pp. 195-256). New York: Mcgraw-Hill.
Pieters, R. G., & Verplanken, B. (1995). Intention-Behavior consistency: Effects of consideration set size, involvement and need for cognition. European Journal of Social Psychology, 25, 531-543.
Pohl, R., & Oliveira-Castro, J. (2008). Efeitos do nível de beneficio informativo das marcas sobre a duração do comportamento de procura. Revista da Administração Contemporânea Eletrônica, 2(3), 449-469.
Porto, R. (2009). Correspondência dizer-fazer em escolha de marcas: Influência das estratégias de marketing no ponto-de-venda e das experiências anteriores dos consumidores. Tese de Doutorado. Universidade de Brasília, Brasília.
Sheeran, P. (2002). The intention-behaviour relations: A conceptual and empirical review. European Review of Social Psychology, 12, 1-36.
Triandis, H. C. (1980). Values, attitudes and interpesonal behavior. In H. Howe & M. Page (Eds.), Nebraska symposium on motivation (vol. 27, pp. 159-259). Lincoln, NB: University of Nebraska Press.
Uncles, M., Ehrenberg, A., & Hammond, K. (1995). Patterns of buyer behavior. Marketing Science, 14, 71-78.
Webb, T. L., & Sheeran, P. (2006). Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence. Psychological Bulletin, 132, 249-268.
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Published
2013-04-22
How to Cite
Porto, R. B., & Oliveira-Castro, J. M. de. (2013). Predictors of the Intention-Purchase Correspondence:: A Natural Experiment with Brand Reinforcement. Psicologia: Teoria E Pesquisa, 29(1), 61–70. Retrieved from https://periodicos.unb.br/index.php/revistaptp/article/view/17590
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Section
Estudos Empíricos
