Premium
Explaining Consumer Conduct: From Planned to Self‐Expressive Behavior 1
Author(s) -
Mannetti Lucia,
Pierro Antonio,
Livi Stefano
Publication year - 2002
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.2002.tb01445.x
Subject(s) - theory of planned behavior , psychology , identity (music) , social psychology , structural equation modeling , predictive power , mainstream , consumer behaviour , social identity theory , control (management) , social group , statistics , computer science , mathematics , philosophy , physics , theology , epistemology , artificial intelligence , acoustics
Within mainstream social psychology, consumer behavior has been explained mainly in terms of the theory of planned behavior (TPB). Recently, some authors suggested that self‐identity dimensions can explain different types of intentions. To compare the predictive power of a tentative new model of self‐expressive consumer behavior with that of the TPB, three studies were conducted in which, besides the classical variables of the model of TPB, variables concerning self‐identity were also taken into account. Three independent samples ( N 1 = 257, N 2 = 214, N 3 = 298) were recruited to study the intention to buy fashionable watches, trendy backpacks, and cellular telephones in relation to the aforementioned variables derived from TPB and from identity theory. Data analyses, based on structural equation modeling, show that identity variables contribute significantly to the explanation of purchase intention.