SSE/EFI Working Paper Series in Business Administration
Determinants of Behavior : Do Direct Measures of Attitude Unravel It All?
Abstract: Research suggests that direct measurement of attitude is
not necessarily adequate to establish determinants of behavior. Cognitive
and affective aspects of behavior presumably differ in accessibility when
using direct measurement as typically the case with verbal self-reports.
Data was collected from 132 undergraduate students for a comparison between
a direct and an indirect measure in order to explore to what extent
cognitive and affective components would emerge as a causal mode for coupon
usage. The direct measure consisted of a global assessment of coupon usage.
The indirect measure consisted of an assessment of feelings experienced in
response to the idea of coupon redemption. Related attitudes and behavioral
items pertaining to consumption were also measured. Results revealed that
fifty-six percent of the variance in usage frequence was explained, and
that the indirect measure made the second major contribution. The present
study thus further the understanding of how indirect measurement may be
better suited for grasping the effect of affective determinants of
Keywords: measurement of attitude; behavior; affect; coupon usage; (follow links to similar papers)
12 pages, November 30, 2001, Revised December 12, 2001
Questions (including download problems) about the papers in this series should be directed to Helena Lundin ()
Report other problems with accessing this service to Sune Karlsson ()
or Helena Lundin ().
Design by Joakim Ekebom