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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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The Theory of Reasoned Action Applied to Coupon Usage

Terence A. Shimp, Alican Kavas
DOI: http://dx.doi.org/10.1086/209015 795-809 First published online: 1 December 1984


This application of the theory of reasoned action examines the standard Fishbein-Ajzen paradigm and several model variations. These variations extend and challenge the standard model by incorporating tests of interdependent relations between attitudinal and subjective influence variables, by postulating multiple cognitive and normative structures rather than unidimensional structures, and by comparing direct effects of Aact and SN on behavior against indirect effects mediated through behavioral intentions.

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