The Theory of Reasoned Action Applied to Coupon Usage

Abstract

This application of the theory of reasoned action examines the standard Fishbein-Ajzen paradigm and several model variations. These variations extend and challenge the standard model by incorporating tests of interdependent relations between attitudinal and subjective influence variables, by postulating multiple cognitive and normative structures rather than unidimensional structures, and by comparing direct effects of Aact and SN on behavior against indirect effects mediated through behavioral intentions.