Synopses & Reviews
Synopsis
Excerpt from Social Expressiveness of Products and Social Desirability as Mediating Variables in Fishbein's Model
Fishbein's behavioral intention model often produces weak and inconsistent predictions in marketing applications. In this research, a structural equation methodology is used to test hypotheses concerning the mediating effect of social expressiveness of products on the predictive power of the model and on the the interdependency of attitudinal and normative variables. The findings support the hypothesis that Fishbein's model explains more variation in buying intentions for products under a high degree of volitional control high socially expressive products, like clothing) than for products under a low degree of volitional control soft drinks).
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