lar examples could be cited for other product categories. This does not mean the theory of reasoned action is wrong in identifying intentions as an immediate influence on behavior. Rather, failures to predict the behavior of interest often lie with how and when intentions are measured. To accurately predict behaviors, marketers should measure consumers intentions at the same level of abstraction and specificity as the action, target, and time components of the behavior. Certain behaviors cannot be accurately predicted from beliefs, attitudes, and intentions. (Foxall 231-41) It is also difficult to predict purchase behaviors when the alternatives are very similar and the person has positive attitudes toward several of them. Finally, behaviors about which consumers have little knowledge and low levels of involvement are virtually impossible to predict because consumers have very few beliefs in memory on which to base attitudes and intentions. In such cases, consumers measured intentions were probably created to answer the marketing researchers question; such intentions are likely to be unstable and poor predictors of eventual, actual behavior. In conclusion, before relying on measures of attitude and intentions to predict future behavior, marketers need to determine whether consumers can be expected to have well-informed beliefs, attitudes, and intentions toward those behaviors....
