For me the taste of soy is not a barrier to its consumption. And how about you?

The theory of planned behavior

Icek Ajzen · Organizational Behavior and Human Decision Processes · 1991 · 84.8K citations

Public Health, Behavioral Sciences, Psychology +10

The Theory of Reasoned Action: A Meta-Analysis of Past Research with Recommendations for Modifications and Future Research

Blair H. Sheppard, Jon Hartwick, Paul R. Warshaw · Journal of Consumer Research · 1988 · 3.9K citations

Social Sciences, Behavioral Sciences, Psychology +7

Intention, perceived control, and weight loss: An application of the theory of planned behavior.

Deborah Schifter, Icek Ajzen · Journal of Personality and Social Psychology · 1985 · 860 citations

Social Sciences, Psychology, Social Psychology +14

Intention, perceived control, and weight loss: An application of the theory of planned behavior.

Deborah Schifter, Icek Ajzen · Journal of Personality and Social Psychology · 1985 · 701 citations

Social Sciences, Psychology, Social Psychology +14

Attitudes to Food and the Role of Food in Life in the U.S.A., Japan, Flemish Belgium and France: Possible Implications for the Diet–Health Debate

Paul Rozin, Claude Fischler, Sumio Imada et al. · Appetite · 1999 · 650 citations

Public Health, Nutrition, Nutritional Sciences +16