A New Model for Predicting Behavioral Intentions: An Alternative to Fishbein
Paul R. Warshaw · Journal of Marketing Research · 1980
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.