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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Trying to Consume

Richard P. Bagozzi, Paul R. Warshaw
DOI: http://dx.doi.org/10.1086/208543 127-140 First published online: 1 September 1990

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.

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