Cultural and Situational Contingencies and the Theory of Reasoned Action: Application to Fast Food Restaurant Consumption
Top Cited Papers
- 25 January 2000
- journal article
- Published by Wiley in Journal of Consumer Psychology
- Vol. 9 (2), 97-106
- https://doi.org/10.1207/s15327663jcp0902_4
Abstract
This study investigated the usefulness of the theory of reasoned action for fast food restaurant patronage decisions. The theory of reasoned action was found to generalize across four samples drawn from the United States (N = 246), Italy (N= 123), The People's Republic of China (N = 264), and Japan (N=419). However, predictions under the theory of reasoned action were found to vary, depending on the social setting (eating alone or eating with friends) and cultural orientation (independent vs. interdependent). Among other results, subjective norms were found to influence decisions when eating with friends, but not when alone; the effects of attitudes, subjective norms, and past behavior on intentions were greater for Americans than Italians, Chinese, or Japanese; and in general, more explained variance occurred for Western (American, Italian) than Eastern (Chinese, Japanese) cultures.Keywords
This publication has 35 references indexed in Scilit:
- The Importance of Subjective Norms for a Minority of People: between Subjects and within-Subjects AnalysesPersonality and Social Psychology Bulletin, 1996
- Model modifications in covariance structure analysis: The problem of capitalization on chance.Psychological Bulletin, 1992
- The theory of planned behaviorOrganizational Behavior and Human Decision Processes, 1991
- Culture and the self: Implications for cognition, emotion, and motivation.Psychological Review, 1991
- Some tests of the distinction between the private self and the collective self.Journal of Personality and Social Psychology, 1991
- The self and social behavior in differing cultural contexts.Psychological Review, 1989
- Measurement of individualism-collectivismJournal of Research in Personality, 1988
- Revision of the Self-Monitoring Scale.Journal of Personality and Social Psychology, 1984
- Emotional Conservatism: The Basis of Social Behavior?Contemporary Psychology, 1980
- Models of attitude-behavior relations.Psychological Review, 1979