Abstract
Intentions are often included in consumer behavior research, but researchers have paid little attention to a discussion in psychology and philosophy indicating that different intention constructs may exist. The findings in this study suggest that researchers should indeed pay close attention to how intentions are conceptualized and operationalized. More specifically, our analysis shows that three proposed intentions constructs (intentions-as-expectations, intentions-as-plans, and intentions-as-wants) produce a good fit with a three-factor conceptualization. Our analysis also shows that global evaluation variables (satisfaction, attitude, and delight) are not associated with the three intentions constructs with the same strength.