Crossover Effects in the Theory of Reasoned Action: A Moderating Influence Attempt

Abstract

Both cognitive and normative structure crossover linkages in the Fishbein and Ajzen behavioral intention model were hypothesized on the basis of nine separate predictions taken from the persuasion and false consensus literatures. In a study of new product trial behavior, a maximum likelihood estimation of the model parameters revealed that the normative structure → attitude path was robust under all data subsets, contrary to the hypothesized relationships. The findings support other recent data suggesting attitudinal dependence on social influence.