Examination of Fishbein's intentions model and attitude formation in a cross-cultural setting

by Vasconez D., Alfredo N., D.B.A., CAPELLA UNIVERSITY, 2015, 147 pages; 3718664


The purpose of this study was to investigate for two culturally dissimilar countries the differences and similarities in consumer attitude formation and purchasing intention employing the framework proposed by Fishbein’s intentions model, also known as the theory of reasoned action. This research identifies and evaluates purchasing intentions that according to the theory of reasoned action results from attitudinal component and a subjective or social component. This dissertation attends to the research issue concerning inter-cultural differences in the formation of attitudes and purchasing behavior, and its potential deficiencies of an ethnocentric perspective that presupposes that attitude formation and customer purchasing behavior in one cultural setting may be extrapolated and/or applied to other cultural dissimilar countries. Also includes the statistical analysis of data obtained from 432 students derived from survey distribution and administered to a sample of students from two culturally dissimilar countries (Ecuador and the USA). Relationships among variables in this study have provided empirical support for Fishbein’s theory of reasoned action. The results presented points to attitudes and subjective norms as significant and valid predictors for purchasing intention of a pair of sneakers. Also, the present research suggests that Ecuadorian and USA college students have different cognitive structures in the formation of attitudes, beliefs, evaluations, motivations, and subjective norms. The study complements the previous insights as to its implications to the discipline of marketing and international strategy and it suggests practical prescriptions for establishing attitude change for promotional mix strategies. Thus, it contributes to the managerial/organizational dilemma on whether there exist trans-cultural differences and/or similarities in the formation of attitudes and purchasing behavior and the role these similarities and differences might play in purchasing decisions, providing important prescriptive strategic direction in terms of international marketing strategy.

AdvisersLilburn Hoehn; Geoffrey Laendner
Source TypeDissertation
SubjectsCultural anthropology; Management; Commerce-Business
Publication Number3718664

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