PURCHASE INTENT DESCRIPTIVE FACETS. INTEGRATING VIEWER RESPONSE PROFILE AND THE THEORY OF PLANNED BEHAVIOR.

The article proposes an integrative model of behavioral prediction based on the premises that a reasoned action theory can be coupled with an attitude reaction model. This integrative model proposes a number of variables that can account for the possibility that a given behavior might take place, as well as describe the multiple attitudinal facets toward the object of the behavior. In consistence with the theory of reasoned action, the theory of planned behavior and the reasoned action approach, this integrative model presumes that the immediate antecedents of behavior are the intentions to undertake that behavior and the intentions are a direct result of attitudes toward behavior, subjective norms and perceived behavioral control. The model replaces attitudes toward the behavior with the 7 dimensions of the Viewer Response Profile. The result is a prediction instrument of consumer behavior based on Theory of Planned Behavior, which tries to describe the advertising qualities that prompt the buying decision. After describing the model, the paper addresses some criticism to its ability to predict a broad range of products and makes further suggestions which can improve its application in the advertising effectiveness measurement. [ABSTRACT FROM AUTHOR]