Intentions Are Plural: Towards a Multidimensional View of Intentions in Consumer Research

Intentions are often included in consumer behavior research, but researchers have paid little attention to a discussion in psychology and philosophy indicating that different intention constructs may exist. The findings in this study suggest that researchers should indeed pay close attention to how intentions are conceptualized and operationalized. More specifically, our analysis shows that three proposed intentions constructs (intentions-as-expectations, intentions-as-plans, and intentions-as-wants) produce a good fit with a three-factor conceptualization. Our analysis also shows that these three intentions constructs are not associated with global evaluation variables (such as satisfaction, attitude, and delight) with the same strength.



Citation:

Magnus Soderlund and Niclas Ohman (2005) ,"Intentions Are Plural: Towards a Multidimensional View of Intentions in Consumer Research", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 410-416.

Authors

Magnus Soderlund, Center for Consumer Marketing, Stockholm School of Economics
Niclas Ohman, Center for Consumer Marketing, Stockholm School of Economics



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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