Articles
Ajzen, I. (2006). Constructing a theory of planned behavior
questionnaire
ï‚· According to the theory of planned behavior (PPB), human behavior is guided by three kinds of
considerations:
o beliefs about the likely consequences and experiences associated with the behavior
(behavioral beliefs)
 produce a favorable or unfavorable attitude toward the behavior
o beliefs about the normative expectations and behaviors of significant others (normative
beliefs)
 result in perceived social pressure or subjective norm
o beliefs about the presence of factors that may facilitate or impede performance of the
behavior (control beliefs)
 give rise to perceived behavioral control or self-efficiacy
ï‚· Finally, given a sufficient degree of actual control over the behavior, people are expected to carry out
their intentions when the opportunity arises.
o Intention is thus assumed to be the immediate antecedent of behavior.
ï‚·
Churchill Jr, G. A. (1979). A paradigm for developing better measures
of marketing constructs. Journal of marketing research, 16(1), 64-73
ï‚· The purpose of this article is to outline a proced which can be followed to develop better measures
of marketing variablables
ï‚· The framework represents an attempt to unify and bring together in one placet he scattered bits of
information on how one goes about developing improved measures and how one assesses the quality
of the measures that have been advanced
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