Utility
The theory of reasoned action has "received considerable and, for the most part, justifiable attention within the field of consumer behavior ... not only does the model appear to predict consumer intentions and behavior quite well, it also provides a relatively simple basis for identifying where and how to target consumers' behavioral change attempts" (Sheppard, Hartwick & Warshaw, 1988, p. 325).
Hale et al. (2003) say the TRA has been tested in numerous studies across many areas including dieting (Sejwacz, Ajzen & Fishbein, 1980), using condoms (Greene, Hale & Rubin, 1997), consuming genetically engineered foods (Sparks, Shepherd & Frewer, 1995), and limiting sun exposure (Hoffman, 1999).
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Famous quotes containing the word utility:
“Moral sensibilities are nowadays at such cross-purposes that to one man a morality is proved by its utility, while to another its utility refutes it.”
—Friedrich Nietzsche (1844–1900)