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Paradoxical Effects of Experience: Past Behavior Both Strengthens and Weakens the Intention-Behavior Relationship
- Source :
- Journal of the Association for Consumer Research. 2:309-318
- Publication Year :
- 2017
- Publisher :
- University of Chicago Press, 2017.
-
Abstract
- Experience has a paradoxical effect on intention-behavior consistency. In some studies greater experience is associated with weaker intention-behavior relations (due to habit formation), whereas in other studies experience strengthens the relationship between intention and behavior (by stabilizing intentions). The present research tests the idea that both of these findings are possible—because experience produces a quadratic relationship between intentions and behavior. Findings from a longitudinal study of blood donors (N = 2,389) indicated that the intention-behavior relation exhibited the predicted inverted U-shaped curve as a function of lifetime donation experience. Greater experience of donation enhanced the predictive validity of intention up to a point; thereafter, increasing experience was associated with weaker prediction of donation behavior by intention. These findings are consistent with the idea that experience both strengthens and weakens the intention-behavior relation and helps to...
- Subjects :
- Marketing
Predictive validity
Economics and Econometrics
Longitudinal study
030505 public health
Developmental psychology
03 medical and health sciences
0302 clinical medicine
Consistency (negotiation)
Donation
030212 general & internal medicine
0305 other medical science
Psychology
Social psychology
Applied Psychology
Subjects
Details
- ISSN :
- 23781823 and 23781815
- Volume :
- 2
- Database :
- OpenAIRE
- Journal :
- Journal of the Association for Consumer Research
- Accession number :
- edsair.doi...........ed603882804b87c441ed27cd2e3d0747