Prediction of choice in a technically complex,essentially intangible,highly experiential,and rapidly evolving consumer product

This study compares the effectiveness of the theory of reasoned action, the most well known attitudinal approach, with that of traditional conjoint analysis, the most popular utilitarian approach, in predicting choice among real brands of word processing software. Results suggest that traditional conjoint analysis has a significantly higher first choice hit rate than the theory of reasoned action. With products such as word processing software, a utilitarian approach may be better than an attitudinal approach for predicting consumer choice. © 1993 John Wiley & Sons, Inc.     

Truth or Consequences: A Study of Critical Issues and Decision Making in Accounting

This study applies a theoretical framework, the theory of reasoned action, to the examination of unethical decision making in job-related situations encountered by CPAs. A survey methodology was employed in which respondents were asked to use both self-reported and randomized response techniques for reporting unethical behavior. The results indicate that individuals are unwilling to accurately report either unethical behavior or intention, particularly in situations where there is no question as to the unacceptability of the action or the potential penalty as presented in the AICPA Code of Professional Conduct. Implications for the accounting profession and research are discussed.     

Action! Moving beyond the intendedly-rational logics of entrepreneurship

Entrepreneurial action is central to entrepreneurship theory, and is broadly seen to arise as a consequence of intendedly rational logics (whether causal or effectual), reflecting reasoned judgment. But, is this always the case? While entrepreneurial action may often be the result of a judgmental decision (between alternative courses of action/inaction), the presumption that reasoned judgment encompasses all the motives, modes and mechanisms leading to entrepreneurial outcomes seems dubious. Building on an emerging literature that seeks to address the boundaries of reasoned entrepreneurial action, we develop the notion that non-deliberative impulse-driven behavioral logics can also be the basis for business venturing. Our framework offers a complementary perspective to the intendedly-rational, deliberate logics perspective, opening novel pathways for future research and theory-building.     

WEB‐BASED AND MAIL SURVEYS: A COMPARISON OF RESPONSE,DATA, AND COST

The mail survey is the most common data collection technique used by logistics researchers today. Many researchers have noted that response rates to mail surveys have been declining. The Internet offers logistics researchers several potential advantages over traditional mail surveys. This research compares these two methods across response rates, speed of response, consistency of results, and cost. The research also provides unique insight regarding the ability of electronic methods to gain interest and subsequent participation among potential respondents thereby helping in theory testing.     

Theory‐based approach to factors affecting ethical consumption

The main objective of this study is to introduce and validate a new model of ethical consumption intention with the aim of identifying salient factors that influence consumer's attitude and purchase intention towards ethical products. For this purpose, this study introduces an extended model of the theory of reasoned action, which embraces the emotional component (positive anticipated affection) and socially oriented value component (altruism), as predictors of ethical consumption attitude and intention. Using a questionnaire‐based survey, the data were collected from 343 respondents who had previously purchased ethical products. The result showed that ethical obligation, self‐identity and altruism were positively related to consumer attitude towards ethical consumption. Also, ethical obligation and altruism were found to positively influence ethical consumption intention. Further, attitude and positive‐anticipated affection positively affected ethical consumption intention.     

Comparing theories to explain e-commerce adoption

E-commerce is a strategy for rapid growth, especially by small and medium sized businesses (SMEs). However, the adoption rate of e-commerce by SMEs in Latin America is still undersized. The authors compare the theory of planned behavior (TPB) and the theory of reasoned action (TRA) using structural equation modeling to determine which is better at predicting e-commerce adoption intentions among 210 SME managers/owners in Chile. Contrary to previous research with American respondents, the study does not find significant differences between the two theories. Thus, academics should select the more parsimonious model (TRA) to study e-commerce adoption issues in developing countries.     

The interactive effects of monetary incentive justification and questionnaire length on mail survey response rates

An experiment was conducted in which a survey questionnaire and a $1.00 incentive were sent to 200 randomly selected residents of a midwestern city. For half of the respondents, the enclosed monetary incentive was justified in a cover letter as an attempt to induce feelings of obligation to return the questionnaire (equity-salient condition), whereas for the other half of the respondents, the incentive was justified as an appreciative gesture (standard condition). Furthermore, some subjects received a short questionnaire, whereas the rest received a long questionnaire. Response rates were assessed by condition. As predicted, the equity-salient appeal produced a significantly higher response rate than the standard appeal, but only for subjects who received the short questionnaire. Results are discussed in terms of personal equity theory. © 1994 John Wiley & Sons, Inc.     

Consumer adoption of the Internet: The case of apparel shopping

The theory of reasoned action and components of a theory of innovation adoption were integrated into a model of consumer adoption of the Internet for apparel shopping. The hypothesized model included psychological factors (beliefs and attitude), social factors (social support and social acceptance), and prior experience to explain intention to purchase apparel via the Internet. A questionnaire was mailed to a random national sample of households. All hypothesized variables were significant. Prior experience with the Internet had the strongest influence on intention to purchase apparel through the Internet. © 2003 Wiley Periodicals, Inc.     

Injury incidence,risk perception and product-related safety behavior among 18- and 45-year-olds

Abstract

Adolescents generally have twice the injury incidence of adults. This increased risk of injury may partly be a consequence of the types of activities performed, the level of exposure to products and the safety behavior. The purpose of this paper was to identify possible predictors for the increased injury risk of adolescents compared to adults. To this end, all 18- and 45-year-olds in a major city in Norway received a questionnaire asking for information on injury experience, level of use and risk perceptions concerning 14 specific products, and the adoption of safety measures; 686 18-year-olds and 81 o 45-year-olds answered the questionnaire. The adolescents reported a higher injury incidence as compared to adults for all the listed products. The difference was significant even after controlling for level of use. Adolescents also had higher levels of risk perception and decreased adoption of safety measures as compared to adults. Females reported less injuries but higher levels of risk perception than males. Females also adopted more safety measures. An important finding from this study was that adolescents, as compared to adults, also expose themselves to increased risk levels when ‘ordinary’ products are concerned, and not only in terms of well-known high-risk activities (driving fast, skiing downhill, etc.). This tends to support the idea that more general factors or dimensions of risk-related behaviors may exist which should be accounted for in the planning of injury prevention activities.     

New business start-up and subsequent entry into self-employment

The present research focuses upon new businesses which are started from scratch. The theories of reasoned action and planned behavior are used to formulate hypotheses concerning self-employment intentions and subsequent entry into self-employment. The hypotheses are tested using longitudinal data from 297 Norwegian business founders. The results suggest that salient beliefs concerning self-employment determine attitudes toward self-employment, that attitude and subjective norm determine intentions to become self-employed, and that intentions to become self-employed determine actual entry into self-employment. The findings strongly support the theory of reasoned action, but provide no support for the extension of the theory represented by the theory of planned behavior.     

International language management and diversity climate in multicultural organizations

Increasing globalization has made the use and management of language a vital element of engaging in international business activities. Despite this fact, empirical surveys with many respondents examining language management are extremely rare. Another equally important issue related to internationalization is how to develop and support an environment that is tolerant of the diversity which exists in multicultural organizations. Based on questionnaire responses from 489 members of academic multicultural departments, we examined the relation between the management of a common language and a positive diversity climate. Results showed that consistency in English management communication had strong positive relationships with all of the four investigated diversity climate variables; openness to linguistic, visible, value, and informational diversity. English communication consistency had a positive association with openness to value and informational diversity. Since there is no similar study on international language management with so many respondents, the findings may be of considerable theoretical and practical importance. Implications of these findings are discussed in detail.     

Effects of perceived behavioral control on the consumer usage intention of e‐coupons

To investigate changes that e‐coupons bring to consumers' coupon usage, the authors of this article developed and estimated models of coupon‐usage intention. The models are based on the theory of reasoned action or the theory of planned behavior. Results show that the theory of planned behavior explains e‐coupon usage intention better than the theory of reasoned action. On the other hand, the intention to use traditional coupons is effectively explained by the theory of reasoned action. Both perceived behavioral control and attitude toward Internet searching have significant effects on the intention to use e‐coupons. Also, heavy users of e‐coupons are different from those of traditional coupons. Light users of traditional coupons have relatively high intention to use e‐coupons if they have more access to e‐coupons. On the other hand, heavy users of traditional coupons have relatively low intention to use e‐coupons if they have less access to them. © 2006 Wiley Periodicals, Inc.     

Online piracy in the context of routine activities and subjective norms

Why do mainstream consumers who would not typically engage in illegal behaviour routinely resort to online piracy of copyrighted software? This paper provides answers to this research query by applying routine activity theory and the theory of reasoned action. The paper’s study analyses consumers’ role as possible offenders that can have the opportunity to engage in online software piracy as part of their routine online activities. Although it is problematic to measure the exact magnitude of the negative impact on the US economy, as stated by the Government Accountability Office it is sizeable. After analysing the conceptual model using a US national consumer sample of over 700 consumers, results show the influence of proximity to motivated offenders, target suitability, and capable guardianship on consumers’ attitudes and perceived subjective norms towards online software piracy, as well as their intentions to engage in this illegal behaviour on the Internet. By integrating routine activity theory, a criminology theory with the theory of reasoned action from psychology and analysing a widespread online software piracy phenomenon, several academic and practical contributions are made.     

A theory of reasoned action perspective of voting behavior: Model and empirical test

A model based on the theory of reasoned action was developed to analyze voting behavior. Based on an empirical test in Singapore, the proposed model was found to be generally effective in predicting the intentions of voters. Attitudes toward the candidate and political party contributed more to explaining variation in voting intention than interpersonal and mass media subjective-norm components. Direct measures of affect served to better account for voting intention variation than componentially derived measures, although they did not completely mediate the latter's effect. Implications of the findings are discussed and suggestions for future research furnished © 1995 John Wiley & Sons, Inc.     

Predicting Unethical Behavior: A Comparison of the Theory of Reasoned Action and the Theory of Planned Behavior

This study is a comparison of the validity of theory of reasoned action and theory of planned behavior as applied to the area of moral behavior (i.e., illegal copying of software) using structural equation modeling. Data were collected from 181 university students on the various components of the theories and used to asses the influence of attitude, subjective norm, and perceived behavioral control on the intention to make unauthorized software copies. Theory of planned behavior was found to be better than the theory of reasoned action in predicting unethical behavior. A modified version of the theory of planned behavior, with a causal path linking subjective norm to attitude, provided a significant improvement on model fit. The results indicated that perceived behavioral control is a better predictor of behavioral intention then attitude. The direct effect of subjective norm on behavioral intention was not significant, but the indirect effect through attitude was highly significant. Applicability of the theory of planned behavior for moral behavior and the implications for future research are discussed.     

Consistency and commonality in advertising content: Helping or Hurting?

Scholars and practitioners widely argue that strong, successful brands are built on consistent and unique positioning, which should be reflected in the brands’ advertising. Surprisingly, however, little empirical evidence supports this claim, especially with regard to advertising content. The authors investigate whether and to what extent brands’ advertising content consistency—the similarity in the firm’s own advertising content over time—and commonality—the similarity between the firm’s and competitors’ advertising content—affect brands’ sales. Insights emerge from the analysis of the impact on sales of the content of 247 television ads aired by 33 brands in six consumer packaged goods categories over a four-year period. Results indicate that more than advertising spending, both consistency and commonality in advertising content affect sales, especially with respect to long-term cumulative sales. However, brands differ considerably regarding the direction of the effects. While small brands tend to benefit from increased consistency and commonality in advertising content, large brands tend to suffer from increased consistency. Thus, whether consistency and commonality in advertising content will help or hurt depends on the size of the brand.     

Bridging Ethics and Self Leadership: Overcoming Ethical Discrepancies Between Employee and Organizational Standards

In spite of extensive study and efforts to improve business ethics and increase corporate social responsibility, a quick review of almost any business publication will show that breaches of ethics are a common occurrence in the business community. In this paper we explore reasons for potential discrepancies or gaps between organizational and individual ethical standards, the consequences of such discrepancies, and possible methods of reducing the detrimental effects of these differences. The concept of self-leadership, as constructed through social learning theory is examined, and shown to be a potentially valuable tool for employees' use in making reasoned decisions in varying organizational ethical climates. Specifically, the authors will show how the practice of self-leadership can be employed as an important means to improve moral action within the firm.     

Violators versus non-violators of information security measures in organizations—A study of distinguishing factors

The present study analyzes the elements that differentiate violators from non-violators of information security measures. Various elements are derived from established theories and models such as general deterrence theory, theory of planned behavior, theory of reasoned action, protection motivation theory, and social cognitive theory. To examine these factors, the data are gathered through an online study conducted in a Midwestern University, USA. The data are collected using questionnaires, and after scrutiny, 195 questionnaires are selected for final analysis. This data are analyzed using second-level statistical techniques, such as chi-square analysis and ANOVA. Results reveal that violators and non-violators of information security measures differ significantly with respect to many factors. These factors include perceived privacy, subjective norms, perceived information security policy (ISP) scope, perceived severity of penalty, perceived celerity of penalty, management support, organizational security culture, and perceived organizational IT capability. The non-significant factors are trust and work load. Implications for practitioners and researchers are provided.     

In search of the roots of corporate reputation management: Being a consistent corporate social performer

Corporate social performance (CSP) has received a particularly high share of attention as one of the main determinants of corporate reputation. However, few studies have tested the extent to which the relationship between CSP and corporate reputation may be affected by industry, country, or other context-related variables. Besides, some conceptual thinking suggests that the impact of CSP on corporate reputation may vary according to the level of consistency of a firm's behaviors. However, this view has not been empirically addressed. For this reason, the main objective of this study is to explore the impact of consistency in CSP management on corporate reputation. Specifically, we analyze both the effect of CSP internal consistency (or consistency between environmental and social performance) and CSP consistency over time on corporate reputation. The results based on data from an international sample of 133 companies for the period 2011 to 2016, support either CSP internal consistency or CSP consistency over time (positive increment of CSP over time) positively affecting corporate reputation. The results also confirm the moderation effect of CSP internal consistency on the relationship between CSP and corporate reputation. These results reveal that consistency in social responsibility management helps a firm to consolidate its corporate reputation.