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

Paul R. Warshaw
Journal of Marketing Research
Vol. 17, No. 2 (May, 1980), pp. 153-172
DOI: 10.2307/3150927
Stable URL: http://www.jstor.org/stable/3150927
Page Count: 20
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A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein
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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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