The Moderating Effects of Past Experience on Behavioral Intentions

Blair Kidwell, University of Kentucky, USA
Robert D. Jewell, Kent State University, USA
Despite considerable research on the impact of past behavior on decision making over past two decades, little remains known about how experience moderates decision theoretic factors within models of behavioral intent. This research explores the implications of past behavior within the theory of planned behavior (TPB) and how it influences key decision making variables. We develop and test a theoretical model of how high vs. low levels of past behavior can induce deliberative versus heuristic processing of information. Consumer implications of the impact of past behavior on behavioral intentions are discussed highlighting the importance of addressing one’s experience when making a decision.
[ to cite ]:
Blair Kidwell and Robert D. Jewell (2007) ,"The Moderating Effects of Past Experience on Behavioral Intentions", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 555-556.