A COMPARISON OF ALTERNATIVE PROCEDURES FOR RESOLVING INDETERMINACIES IN THE THEORY OF REASONED ACTION

Five suggested alternatives for resolving indeterminacies in the theor y of reasoned action resulting from ill-formed intentions were examine d for their ability to predict Japanese consumer intentions to eat U.S . beef. Assessment relied upon structural equation analysis of data co llected from 594 respondents in a nationwide survey of Japanese beef c onsumers. The alternative that incorporated product characteristics as sociated with the diffusion of innovations model provided the best fit to the data and the best prediction of intentions. Implications are s uggested for procedures for resolving attitude-and subjective norm-int ention indeterminacies in the theory of reasoned action.