2000/01/01 by Richard P. Bagozzi, Nancy Wong, Shuzo Abe +1 · 1 citation
Psychology · Social Sciences · #Action (physics) #Behavioral Health and Interventions #China #Consumption (sociology) #Cultural Differences and Values #Economics #Food consumption #Interdependence #Political science #Psychology #Situational ethics #Social and Intergroup Psychology #Social psychology #Sociology #Theory of reasoned action #Variance (accounting)
paper · doi:10.1207/s15327663jcp0902_4
openalex publication_date 2000/01/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/02
This study investigated the usefulness of the theory of reasoned action for fast food restaurant patronage decisions. The theory of reasoned action was found to generalize across four samples drawn from the United States ( N = 246), Italy ( N = 123), The People's Republic of China ( N = 264), and Japan ( N =419). However, predictions under the theory of reasoned action were found to vary, depending on the social setting (eating alone or eating with friends) and cultural orientation (independent vs. interdependent). Among other results, subjective norms were found to influence decisions when eating with friends, but not when alone; the effects of attitudes, subjective norms, and past behavior on intentions were greater for Americans than Italians, Chinese, or Japanese; and in general, more explained variance occurred for Western (American, Italian) than Eastern (Chinese, Japanese) cultures.