A comparative analysis of two models of behavioral intention

The theory of reasoned action (Ajzen and Fishbein 1980) has been widely used to predict behavioral intention toward marketing- and consumer-related behaviors. Miniard and Cohen (1983) have also proposed a model that is designed to predict behavioral intention. Their model is similar in structure to the theory of reasoned action, but has important theoretical and operational differences. The present research investigates the effects of experimental manipulations on both models’ constructs, as well as a comparison of their causal structures and predictive ability. The results offer support for the independent effects of personal and normative influences in the Miniard and Cohen model, and corroborate previous findings pertaining to crossover effects in the theory of reasoned action.