Determinants of Behavior: Do Direct Measures of Attitude Unravel It All?

Elisabeth Engelberg
Additional contact information
Elisabeth Engelberg: Dept. of Business Administration, Stockholm School of Economics, Postal: Stockholm School of Economics, P.O. Box 6501, S-113 83 Stockholm, Sweden

No 2001:12, SSE/EFI Working Paper Series in Business Administration from Stockholm School of Economics

Abstract: Research suggests that direct measurement of attitude is not necessarily adequate to establish determinants of behavior. Cognitive and affective aspects of behavior presumably differ in accessibility when using direct measurement as typically the case with verbal self-reports. Data was collected from 132 undergraduate students for a comparison between a direct and an indirect measure in order to explore to what extent cognitive and affective components would emerge as a causal mode for coupon usage. The direct measure consisted of a global assessment of coupon usage. The indirect measure consisted of an assessment of feelings experienced in response to the idea of coupon redemption. Related attitudes and behavioral items pertaining to consumption were also measured. Results revealed that fifty-six percent of the variance in usage frequence was explained, and that the indirect measure made the second major contribution. The present study thus further the understanding of how indirect measurement may be better suited for grasping the effect of affective determinants of behavior.

Keywords: measurement of attitude; behavior; affect; coupon usage (search for similar items in EconPapers)
Pages: 12 pages
Date: 2001-11-30, Revised 2001-12-12
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hhb:hastba:2001_012

Access Statistics for this paper

More papers in SSE/EFI Working Paper Series in Business Administration from Stockholm School of Economics The Economic Research Institute, Stockholm School of Economics, P.O. Box 6501, SE 113 83 Stockholm, Sweden. Contact information at EDIRC.
Bibliographic data for series maintained by Helena Lundin ().