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.