Improving the Power of Switching Intent to Predict Actual Switching Behavior - a Construal Level Theory Perspective

Yu-chen Hung , National University of Singapore
Catherine Yeung, National University of Singapore
Jochen Wirtz, National University of Singapore
We propose that one critical distinction between switching intention and actual switching is that the former is a response to a hypothetical situation, whereas the latter is an action that is actually carried out. We predicted and found that when process simulation is employed in surveys, it can potentially reduce the inconsistency between responses to intention measures and actual switching behaviors.
[ to cite ]:
Yu-chen Hung , Catherine Yeung, and Jochen Wirtz (2011) ,"Improving the Power of Switching Intent to Predict Actual Switching Behavior - a Construal Level Theory Perspective", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.