Prior Behavior

Abstract

The search for “other variables” is far from over. Prior behavior, in particular, is an independent determinant of intention and behavior and several of the extra-TRA variables, including perceived behavioral control, are presumably related to prior behavior (e.g., Morojele & Stephenson, 1992; cf. East, 1997; Foxall, 1996, 1997a; cf. Thompson et al., 1994, 1995). East (1997) argues that “experience elaborates the belief basis of planned behavior constructs.” As the consumer progresses from novice to experienced buyer, his or her behavior is influenced more by attitudes toward the behavior and perceived behavioral control and less by subjective norm, more by personal knowledge based on experience and less on the communicated preferences of other people.