Do intentions really predict behavior? Self-generated validity effects in survey research
Do intentions really predict behavior? Self-generated validity effects in survey research
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DOI：
10.1509/jmkg.69.2.1.60755
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发表时间：
2005-04-01
影响因子：
12.9
通讯作者：
Reinartz, WJ
中科院分区：
文献类型：
--
作者：
Chandon, P;Morwitz, VG;Reinartz, WJ
对购买意向和购买行为之间关系的研究忽略了这样一种可能性，即测量行为本身可能会夸大意向和行为之间的关联，这种现象被称为“自我生成的有效性”。在这项研究中，作者开发了一个潜在的测量反应效应模型，该模型适用于意图、态度或满意度数据，并表明该模型可以通过两个阶段的过程进行估计。在第一阶段，作者使用调查消费者的数据来预测调查消费者和未调查消费者的预调查潜在购买意愿。在第二阶段，他们比较了两组调查前的潜在意图和调查后的行为之间的联系强度。作者在三个不同的大规模实地研究中发现了大量和可靠的自我生成效度效应。平均而言，在接受调查的消费者中，潜在意图与购买行为之间的相关性比类似的未接受调查的消费者高58%。一项研究还表明，购买意向测量的反应效果完全由自我生成的效度中介，而不是由社会规范、意图修改或其他独立于预调查潜在意图的测量效果调节。
Studies of the relationship between purchase intentions and purchase behavior have ignored the possibility that the very act of measurement may inflate the association between intentions and behavior, a phenomenon called "self-generated validity." In this research, the authors develop a latent model of the reactive effects of measurement that is applicable to intentions, attitude, or satisfaction data, and they show that this model can be estimated with a two-stage procedure. In the first stage, the authors use data from surveyed consumers to predict the presurvey latent purchase intentions of both surveyed and nonsurveyed consumers. In the second stage, they compare the strength of the association between the presurvey latent intentions and the postsurvey behavior across both groups. The authors find large and reliable self-generated validity effects across three diverse large-scale field studies. On average, the correlation between latent intentions and purchase behavior is 58% greater among surveyed consumers than it is among similar nonsurveyed consumers. One study also shows that the reactive effect of the measurement of purchase intentions is entirely mediated by self-generated validity and not by social norms, intention modification, or other measurement effects that are independent of presurvey latent intentions.