Comparing Leading Theoretical Models of Behavioral Predictions and Post-Behavior Evaluations

摘要

This study aimed at comparing the predictive power of the Theoryof Planned Behavior (TPB), the Model of Goal-Directed Behavior(MGB), and the Extended Model of Goal-Directed Behavior (EMGB)for observed and self-reported behaviors concerning consumernondurables. More specifically, the three models were compared interms of their predictive power for intention and for behavioraldesire (only MGB and EMGB). Additionally, the validity of four differ-ent models for predicting post-behavior evaluations was examined.Results showed that the EMGB is the most powerful in predictingboth intention and behavioral desire. Moreover, results revealed that,as expected, all three models showed a better predictive power forSRB than for observed behavior. Finally, results demonstrated thatpost-behavior evaluations are both online and memory-based.