DOES MEASURING INTENT CHANGE BEHAVIOR

Past research has established that, while self-reports of purchase int entions can Predict behavior, various factors affect the strength of t he intentions-behavior link. This article explores one such factor: th e impact of merely measuring intent. Our specific question concerns th e impact of measuring intent on subsequent purchase behavior. Prior re search suggests a mere-measurement hypothesis: that merely measuring i ntent will increase subsequent purchase behavior. We also suggest a po larization hypothesis: that repeated intent questions will have a pola rizing effect on behavior. The results reveal that the effect of merel y asking intent to buy once is an increase in the subsequent purchase rate. The effect of repeatedly asking intent for those with low levels of intent is a decreased propensity to buy with repeated measurements . These two effects are reduced given prior experience with the produc t. The implications of these findings and opportunities for future res earch are discussed.