PREDICTING PRODUCT CHOICE BEHAVIOR FROM ATTITUDES
Daniel W. Greeno, G. H. Haines · 1977
When attitudes are well defined, predictive ability is clearly enhanced. The nature of the attitude, in terms of the stability measure introduced above, rather than its multicomponent structure, seems to be important in both understanding and prediction. If an individual's attitude towards an object is unstable or unclear, then it does not make sense to expect the individual's attitude to predict his or her behavior. The results of the study indicates a tendency for the global paired comparison attitude measure to be best for transitive respondents and the salient attribute two component Rosenberg model to be best for predicting the behavior of intransitive respondents. This study clearly demonstrates model of transportation used can be significantly more predictable by global paired comparison attitude measures than by chance.