WeeK 4 Key Concept
Master in Marketing
Module: Contemporary Consumer and Customer Behaviour
Subject: Attitude-behaviour gap
Research studies have demonstrated that there is a gap between consumers’ intentions and their actual behaviour. Although this gap is important for consumer behaviour, researchers have not yet given a full explanation. This gap is more prominent for some product/service categories than others.
In this week’s Key Concept Exercise, you will evaluate the gap between consumer intentions and actual behaviour.
To prepare for this Key Concept Exercise:
- Read the Carrington et al. (2010) and Lee et al. (2014) articles from the Week 4 Learning Resources.
- Consider the gap between consumer purchase intentions and actual buying behaviour.
- Search for additional academic articles related to the topic in the University’s online library.
To complete this Key Concept Exercise:
Approximately 500-word response, address the following issues/questions:
- Critically evaluate the gap between consumer intentions and actual behaviour.
- Based on the weekly readings and other academic sources found in the University’s online library:
- Explain why there is a gap between consumer purchase intentions and actual buying behaviour.
- For which products or services is the gap more significant? Why?
When writing your responses you should synthesise the theory with real-world experience and use examples of the theories in action in a real organisation about which you have read or one in which you have worked.
Be sure to read over your Key Concept Exercise before submitting it to your Instructor. Make sure the spelling and grammar are correct and the language, citing and referencing you use when providing your opinion are appropriate for academic writing.
- References:
· Carrington, M.J., Neville, B.A. & Whitwell, G.J. (2010) ‘Why ethical consumers don’t walk their talk: towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers’, Journal of Business Ethics, 97 (1), pp.139-158.
· Jin, H.S. & Lutz, R.J. (2013) ‘The typicality and accessibility of consumer attitudes toward television advertising: implications for the measurement of attitudes toward advertising in general’, Journal of Advertising, 42 (4), pp.343-357.
· Lee, C.-K., Mjelde, J.W., Kim, T.-K. & Lee, H.-M. (2014) ‘Estimating the intention-behavior gap associated with a mega event: the case of the Expo 2012 Yeosu Korea’, Tourism Management, 41, pp.168-177.
