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The Theory of Reasoned Action Applied to Coupon Usage

The Theory of Reasoned Action Applied to Coupon Usage Downloaded from https://academic.oup.com/jcr/article-abstract/11/3/795/1791902 by guest on 15 October 2019 The Theory of Reasoned Action Applied to Coupon Usage TERENCE A. SHIMP ALICAN KAVAS* This application of the theory of reasoned action examines the standard Fishbein­ Ajzen paradigm and several model variations. These variations extend and challenge the standard model by incorporating tests of interdependent relations between attitudinal ~nd subjective influence variables, by postulating multiple cogmtlv.e an~ normative structures rather than unidimensional structures, and by companng direct effects of Aact and SN on behavior against indirect effects mediated through behavioral intentions. oupon usage is an aspect of consumer and mar­ CONCEPTUAL FRAMEWORK keter behavior that has experienced near phe­ Our guiding research premise is that coupon usage nomenal growth, with total coupon distribution in is rational, systematic, and thoughtful behavior rather 1982 estimated at $119.5 billion (Marketing Com­ than capricious or primarily under the control of munications 1983). The important role of coupons unconscious motives. The theory of reasoned action and other forms of dealing has prompted researchers (Ajzen and Fishbein 1980) provides a suitable frame­ to examine characteristics of the "deal-prone" con­ work for conceptualizing such behavior. According to sumer, to investigate the impact of deals on consumer this http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

The Theory of Reasoned Action Applied to Coupon Usage

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References (29)

Publisher
Oxford University Press
Copyright
© JOURNAL OF CONSUMER RESEARCH
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209015
Publisher site
See Article on Publisher Site

Abstract

Downloaded from https://academic.oup.com/jcr/article-abstract/11/3/795/1791902 by guest on 15 October 2019 The Theory of Reasoned Action Applied to Coupon Usage TERENCE A. SHIMP ALICAN KAVAS* This application of the theory of reasoned action examines the standard Fishbein­ Ajzen paradigm and several model variations. These variations extend and challenge the standard model by incorporating tests of interdependent relations between attitudinal ~nd subjective influence variables, by postulating multiple cogmtlv.e an~ normative structures rather than unidimensional structures, and by companng direct effects of Aact and SN on behavior against indirect effects mediated through behavioral intentions. oupon usage is an aspect of consumer and mar­ CONCEPTUAL FRAMEWORK keter behavior that has experienced near phe­ Our guiding research premise is that coupon usage nomenal growth, with total coupon distribution in is rational, systematic, and thoughtful behavior rather 1982 estimated at $119.5 billion (Marketing Com­ than capricious or primarily under the control of munications 1983). The important role of coupons unconscious motives. The theory of reasoned action and other forms of dealing has prompted researchers (Ajzen and Fishbein 1980) provides a suitable frame­ to examine characteristics of the "deal-prone" con­ work for conceptualizing such behavior. According to sumer, to investigate the impact of deals on consumer this

Journal

Journal of Consumer ResearchOxford University Press

Published: Dec 1, 1984

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