Comparing leading theoretical models of behavioral predictions and post‐behavior evaluations

This study aimed at comparing the predictive power of the Theory of Planned Behavior (TPB), the Model of Goal‐Directed Behavior (MGB), and the Extended Model of Goal‐Directed Behavior (EMGB) for observed and self‐reported behaviors concerning consumer nondurables. More specifically, the three models were compared in terms of their predictive power for intention and for behavioral desire (only MGB and EMGB). Additionally, the validity of four different models for predicting post‐behavior evaluations was examined. Results showed that the EMGB is the most powerful in predicting both intention and behavioral desire. Moreover, results revealed that, as expected, all three models showed a better predictive power for SRB than for observed behavior. Finally, results demonstrated that post‐behavior evaluations are both online and memory‐based. ©2008 Wiley Periodicals, Inc.