Predicting Purchase and Other Behaviors from General and Contextually Specific Intentions
研究发现，相比一般购买意图，特定情境下的意图能更准确地预测软饮料购买行为，对营销研究和实践有参考价值。
Marketing research often finds weak correspondence between purchase intentions and subsequent behaviors. The author claims lack of contextually specific measures is partially responsible. Existent research supports this contention. The study reported empirically compares direct and conditional intentions as predictors of soft drink purchases. The conditional format is more predictive.