1. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license.

2. Roger D. Blackwell Paul W. Miniard James F. Engel Consumer Behavior Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Thomson Business and Economics 5109 Natorp Boulevard Mason, OH 45040 800–423–0563

3. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Beliefs, Feelings, Attitudes, and Intentions CHAPTER 10

4. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Attitudes Global evaluative judgments

5. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Intentions Subjective judgments by people about how they will behave in the future

6. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Beliefs Subjective judgments about the relationship between two or more things

7. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Feelings An affective state (e.g., current mood state) or reaction (e.g., emotions experienced during product consumption)

8. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Relationships between Consumer Beliefs, Feelings, Attitudes, and Intentions

9. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Beliefs

10. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Beliefs A Sampling of Consumer Beliefs If a deal seems to good to be true, it probably is. You can’t believe what most advertising says these days. Auto repair shops take advantage of women. People need less money to live on once they retire. It’s not safe to use credit cards on the Internet. Appliances today are not as durable as they were 20 years ago. Extended warranties are worth the money. You get what you pay for: lower price means lower quality. Changing the oil in your car every three thousand miles is a waste of money.

11. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Beliefs Expectations Brand Distinctiveness Inferential Beliefs Consumer Confusion

12. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Expectations Consumers’ willingness to spend is influenced by beliefs about their financial future Expectations are beliefs about the future

13. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Why should consumer want to buy your brand instead of the competitor’s? The desirability of products having something unique to offer to their consumers is also known as the Unique Selling Proposition Brand Distinctiveness

14. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Communicating the Product’s Unique Selling Proposition

15. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Inferential Beliefs Consumers use information about one thing to form beliefs about something else Beliefs are often inferred when product information is incomplete Also undertaken when consumers interpret certain product attributes as signals of product quality—e.g., price-quality inferential beliefs

16. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Visual Advertising Elements and Inferential Beliefs

17. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Confusion Sometimes consumers do not know what to believe due to many different reasons May arise due to conflicting information and knowledge Mistaking one company’s product for the product of another company Due to changes in a product’s position and image

18. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Confusion Consumers respond to confusion by: Undertaking further information search Basing their decision on things that are perfectly clear—e.g., price Deferring product purchase indefinitely

19. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Feelings

20. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Feelings NegativeWarmUpbeat

21. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Feelings NegativeWarmUpbeat Angry Annoyed Bad Bored Critical Defiant Disgusted Fed-up Insulted Irritated Regretful Affectionate Calm Concerned Contemplative Emotional Hopeful Kind Peaceful Pensive Touched Warm-hearted Active Adventurous Alive Attractive Confident Creative Elated Energetic Good Happy Pleased

22. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Feelings Feelings as part of the advertising experience Feelings as part of the shopping experience Feelings as part of the consumption experience

23. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Feelings Feelings activated by the advertisement have the potential to influence attitudes formed about the featured product The program in which advertising appears can induce feelings and affect post-message attitudes Feelings as part of the advertising experience

24. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Advertising that Evokes Positive Feelings

25. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Feelings The retail environment elicits different feelings in consumers ultimately affecting their attitudes and behaviors in the store The shopping environment can evoke pleasure, arousal, or dominance in consumers Feelings as part of the shopping experience

26. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Feelings Some consumption experiences are liked primarily for the feelings they induce Feelings during consumption will influence post-consumption evaluations Consumers are more satisfied when product consumption leads to positive feelings while avoiding negative ones Feelings as part of the consumption experience

27. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Emphasizing the Product’s Mood Altering Properties

28. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Emphasizing How Negative Feelings May Be Avoided

29. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How often, if at all, do you experience the following feelings as a result of eating chocolate? Happy never _:_:_:_:_:_:_:_:_ very often Excited never _:_:_:_:_:_:_:_:_ very often Delighted never _:_:_:_:_:_:_:_:_ very often Joyous never _:_:_:_:_:_:_:_:_ very often Satisfied never _:_:_:_:_:_:_:_:_ very often Proud never _:_:_:_:_:_:_:_:_ very often Annoyed never _:_:_:_:_:_:_:_:_ very often Depressed never _:_:_:_:_:_:_:_:_ very often Guilty never _:_:_:_:_:_:_:_:_ very often Regretful never _:_:_:_:_:_:_:_:_ very often Measuring Feelings

30. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Attitudes

31. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Valence: Whether the attitude is positive, negative or neutral Extremity: The intensity of liking or disliking Resistance: Degree to which the attitude is immune to change Confidence: Belief that attitude is correct Accessibility: How easily the attitude can be retrieved from memory Properties of Attitudes Consumer Attitudes

32. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Attitude towards the object (A o ) represents the evaluation of the attitude object Attitude towards the advertisement (A ad ) represents the global evaluation of an advertisement Types of Attitudes

33. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Attitude towards the behavior (A b ) represents the evaluation of performing a particular behavior involving the attitude object Preferences represent attitudes toward one object in relation to another Types of Attitudes

34. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Attitude toward the object: How much do you like/dislike Dell computers? Like very much 1 2 3 4 5 Dislike very much Attitude toward the behavior: Buying a Dell personal computer would be: Very good 1 2 3 4 5 Very bad Very rewarding 1 2 3 4 5 Very punishing Very wise 1 2 3 4 5 Very foolish Preference: Compared to Apple personal computers, how much do you like Dell personal computers? Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM

35. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Using Multiattribute Models to Understand Consumer Attitudes

36. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Fishbein Multiattribute Attitude Model n A o = Σ b i e i i =1 A o = attitude toward the object b i = strength of the belief that object has attribute i e i = evaluation of attribute i n = number of salient or important attributes

37. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Fishbein Model Model proposes that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes Attributes can be any product or brand association The Fishbein Multiattribute Attitude Model

38. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Running shoe example Whether the shoe is shock absorbent for use on hard surfaces Whether it is priced less than $50 Durability of the shoe How comfortable the shoe is to wear Whether the shoe is available in the desired color Amount of arch support The Fishbein Multiattribute Attitude Model

39. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Developing the e i and b i measures The Fishbein Multiattribute Attitude Model

40. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Developing the e i and b i measures e i Buying running shoes priced less than $50 is very good _ : _ : _ : _ : _ : _ : _ very bad +3 +2 +1 0 -1 -2 -3 The Fishbein Multiattribute Attitude Model

41. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Developing the e i and b i measures e i Buying running shoes priced less than $50 is very good _ : _ : _ : _ : _ : _ : _ very bad +3 +2 +1 0 -1 -2 -3 b i How likely is it that brand A running shoes are priced less than $50? very likely _ : _ : _ : _ : _ : _ : _ very unlikely +3 +2 +1 0 -1 -2 -3 The Fishbein Multiattribute Attitude Model

42. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Fishbein Model: Sample Results Shock absorbent +2+2+1 -1 Price less than $50 -1-3-1 +3 Durability +3+3+1 -1 Comfort +3+2+3 +1 Desired color +1+1+3 +3 Arch support +2+3+1 -2 Total Σ b i e i score +29+20 -6 Brand Brand Brand AttributeEvaluation A B C Beliefs

43. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Attitudes Companies want consumers to perceive their products as: Possessing desirable attributes (when e i positive, b i should be positive) Not possessing undesirable attributes (when e i is negative, b i should be negative)

44. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Communicating the Presence of Desirable Attributes

45. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Communicating the Absence of Undesirable Attributes

46. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. A P = Σ W i I i - X i n i =1 A P = attitude toward product W i = importance of attribute i I i = ideal performance on attribute i X i = belief about product’s actual performance on attribute i n = number of salient attributes The Ideal-Point Multiattribute Attitude Model

47. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumers indicate where they believe a product is located on scales representing the various levels of salient attributes Also report where ideal product would fall on these scales The closer the ideal and actual ratings, the more favorable the attitude The Ideal-Point Multiattribute Attitude Model

48. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Soft drink example Sweetness of taste Degree of carbonation Number of calories Amount of real fruit juices Price The Ideal-Point Multiattribute Attitude Model

49. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Developing a scale to represent various levels of each attribute very sweet taste _ : _ : _ : _ : _ : _ : _ very bitter taste 1 2 3 4 5 6 7 The Ideal-Point Multiattribute Attitude Model

50. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Developing a scale to represent various levels of each attribute very sweet taste _ : _ : _ : _ : _ : _ : _ very bitter taste 1 2 3 4 5 6 7 Provide ratings of attribute importance not at all important _ : _ : _ : _ : _ : _ : _ extremely important 0 1 2 3 4 5 6 The Ideal-Point Multiattribute Attitude Model

51. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. The Ideal-Point Model: Sample Results Taste: sweet(1) - bitter (7) Carbonation: high(1) - low (7) Calories: high (1) - low (7) Fruit juices: high (1) - low (7) Price: high (1) - low (7) Total Σ W i I i -X i score 6 223 3326 4545 4122 5543 1629 Import- Ideal Brand Brand Attribute ance Point A B Beliefs

52. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Benefits of Using Multiattribute Attitude Models Diagnostic power: examine why consumers like or dislike products Simultaneous importance- performance grid with marketing implications for each cell

53. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Stimulus Importance-Performance Grid HIGH LOW POOR GOOD POOR GOOD Neglected Opportunity Competitive Disadvantage Competitive Advantage Head-to-head competition Null Opportunity False Alarm False Advantage False Competition Poor Good Poor Good Poor Good Poor Good Attribute Our Competitor’s Simultaneous Importance Performance PerformanceResult

54. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Benefits of Using Multiattribute Attitude Models Can provide information for segmentation (based on importance of product attributes) Useful in new product development Guidance in identifying attitude change strategies

55. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Attitude Change Implications from Multiattribute Attitude Models Three primary ways for changing consumer attitudes: Change beliefs Change attribute importance Change ideal points

56. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Changing Consumer Attitudes: Changing Beliefs Firms hope that changing beliefs about products will result in more favorable product attitudes and influence what consumers buy If beliefs are false, they need to be brought into harmony with reality If beliefs are accurate, it may be necessary to change the product Comparative advertising can hurt beliefs about a competitive brand

57. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Changing Consumer Attitudes: Changing Attribute Importance Changing an attribute’s importance is more difficult than changing a belief How is a brand perceived relative to ideal performance? Increasing attribute importance is desirable when the competitor’s brand is farther from the ideal point than your product Firms may add a new attribute

58. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Changing Consumer Attitudes: Changing Ideal Points Altering consumers’ preferences for what the ideal product should look like

59. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. This Ad Attempts to Change Consumers’ Ideal Point

60. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Estimating the Attitudinal Impact of Alternative Changes How expensive are the product modifications required to change attitude? Are they possible to accomplish? How resistant to change are consumers? What is the potential attitudinal payoff each change might deliver?

61. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Intentions

62. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Intentions How much existing product should be produced to meet demand? How much demand will there be for a new product? Useful for firms when predicting how people will act as consumers

63. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Intentions How much existing product should be produced to meet demand? How much demand will there be for a new product? Useful for firms when predicting how people will act as consumers Firms interested in many types of consumer intentions

64. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Intentions Spending intentions Purchase intentions Repurchase intentions Shopping intentions Search intentions Consumption intentions

65. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Intentions Spending intentions reflect how much money consumers think they will spend No chance 1 2 3 4 5 6 7 I definitely will Will you spend at least $1,000 on Christmas gifts this year?

66. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Intentions Purchase intentions represent what consumers think they will buy No chance 1 2 3 4 5 6 7 I definitely will Will you buy a Mercedes-Benz automobile during the next 12 months?

67. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Intentions Repurchase intentions indicate whether consumers anticipate buying the same product or brand again No chance 1 2 3 4 5 6 7 I definitely will The next time you purchase coffee, will you buy the same brand?

68. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Intentions Shopping intentions capture where consumers plan on making their product purchases No chance 1 2 3 4 5 6 7 I definitely will Will you shop at Wal*Mart during the next 30 days?

69. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Intentions Search intentions indicate consumers’ intentions to engage in external search No chance 1 2 3 4 5 6 7 I definitely will The next time you need to be hospitalized, will you speak to your doctor before choosing a hospital?

70. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Types of Intentions Consumption intentions represent consumers’ intentions to engage in a particular consumption activity No chance 1 2 3 4 5 6 7 I definitely will Will you watch the next Super Bowl?

71. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Firms Can Predict Behavior

72. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Firms Can Predict Behavior Rely on past behavior to predict future behavior

73. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Firms Can Predict Behavior Rely on past behavior to predict future behavior Problems: Situations change (changes in market can cause unpredictable changes in demand) Sales trends are sometimes erratic Past behaviors not available for new products or first-time behaviors

74. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. How Firms Can Predict Behavior Rely on consumers’ reported intentions People often do what they intend

75. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions

76. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions Intentions can change Intend to do something and don’t Intend not to do something and do Can’t control whether consumers act upon their intentions Can influence predictive accuracy

77. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions Intentions’ predictive accuracy strongly depends on how they are measured The more closely intention measures correspond to the to-be- predicted behavior, the greater the predictive accuracy

78. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions Measuring intentions may be less predictive of future behavior than measuring what they expect to do

79. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions Measuring intentions may be less predictive of future behavior than measuring what they expect to do Behavioral expectations: represent perceived likelihood of performing a behavior (Although smokers may intend to quit smoking, they may report more moderate expectations due to past failures)

80. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions Accuracy of forecasts also depends on when intentions are measured How far into the future is being predicted? Accuracy depends on the to-be- predicted behavior (behaviors repeated with regularity are easier to predict)

81. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions Volitional control: the degree to which a behavior can be performed at will

82. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Constraints on Predictive Power of Intentions Volitional control: the degree to which a behavior can be performed at will Existence of uncontrollable factors interfere with the ability to do as intended Perceived behavioral control: the person’s belief about how easy it is to perform the behavior

83. COPYRIGHT © 2006 Thomson South-Western, a part of The Thomson Corporation. Thomson, the Star logo, and South-Western are trademarks used herein under license. Consumer Intentions: Other Uses Indicator of the possible effects of certain marketing activities Intentions may provide an informative indication of a company’s likely success in retaining customers