Do Intentions Really Predict Behavior?
by Pierre Chandon and Vicki G. Morwitz and Werner J. Reinartz
We know that people don't always do what they had intended to do. Yet, self-reported intentions continue to be used widely in marketing research because they represent easy-to-collect proxies of behavior. For example, most studies of satisfaction use consumers' intentions to repurchase as the dependent variable, and most companies rely on consumers' purchase intentions to forecast their adoption of new products (or the repeat purchase of existing ones). But there's a huge problem with such studies: Measuring intentions makes consumers more likely to follow their intentions! So what's the best way to conduct customer satisfaction research?... cont'd
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