Abstract
An investigation of the stability over a three month period of the rejative importance of the attitudinal and normatlvl’ components of Fishbein’s intention model showed a certain amount of instability. However, the changes in marketing strategy as a result of this instability were few.
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References
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Glassman, M. (2015). The Effects of Time on the Stability of the Determinants of Intention. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_7
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DOI: https://doi.org/10.1007/978-3-319-16976-7_7
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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