Multitrait-multimethod matrices in consumer research

Article Abstract:

This article examines three alternative procedures for analyzing multitrait-multimethod matrices: the Campbell-Fiske procedure, confirmatory factor analysis, and the direct product model. The implicit assumptions, as well as the strengths and weaknesses, of each approach are presented and their implications discussed. It is proposed that one should carefully examine model assumptions, individual parameters, and various diagnostic indicators, as well as overall model fits. The implications of these recommendations are illustrated through reanalyses of data from earlier studies of consumer behavior. Potentially misleading conclusions in these studies are corrected in demonstrations of the three procedures. The results show that methods often have multiplicative effects, a finding that supports the direct product model, which has not been previously used in consumer research. The need for multiple-method, multiple-measure approaches to research is highlighted by examining the limitations of single-method, single-measure approaches to theory testing. (Reprinted by permission of the publisher.)

Methods, Matrices, Matrices (Mathematics)

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State versus action orientation and the theory of reasoned action: an application to coupon usage

Article Abstract:

This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas action orientation refers to a high capacity for this type of enactment. A field study was conducted in the context of consumers' self-reported usage of coupons for grocery shopping. The results showed that state versus action orientation moderates the relative importance of determinants of intentions; specifically, subjective norms become more important as people become state oriented, whereas the relative importance of attitudes increases as people become action oriented. In addition, the study showed that past behavior is a determinant of intentions to use coupons. (Reprinted by permission of the publisher.)

Psychological aspects, Coupons (Retail), Discount coupons

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Trying to consume

Article Abstract:

An important but relatively neglected area of consumer behavior - the pursuit of goals - is addressed. Two recent modifications of the Fishbein model are discussed, and an extension is introduced to better explain goal pursuit. Major revisions include (1) specification of three dimensions of attitude - toward success, failure, and the process of trying, (2) the incorporation of self-efficacy judgments as expectations of success and failure, and (3) refinement in the specificity of referents and their correspondence to reflect trying as the focal explanatory concept. Recency and frequency of past trying are independent variables in three models tested with weight loss data. (Reprinted by permission of the publisher.)

Analysis, Action theory

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