Appraisal processes in the enactment of intentions to use coupons

Richard P. Bagozzi, Hans Baumgartner, Youjae Yi

Research output: Contribution to journalArticlepeer-review

51 Scopus citations


Although much research has been performed on the role of intentions in consumer behavior, relatively little attention has been given to the processes intervening between intentions and behavior. Because coupon usage behavior requires planning and implementation effort with respect to intermediary acts or means, the behavior is considered problematic. This article proposes a model for explaining how consumers enact intentions once they decide to use coupons. Enactment of intentions is hypothesized to be a function of three appraisal processes: self‐efficacies, instrumental beliefs, and affect toward intermediate acts or means. These three appraisal processes are hypothesized to combine multiplicatively to influence the target behavior, coupon usage. Also, one's prior history of coupon usage is expected to be an important determinant of coupon usage. Theoretical and practical implications are also discussed.

Original languageEnglish (US)
Pages (from-to)469-486
Number of pages18
JournalPsychology & Marketing
Issue number6
StatePublished - 1992

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing


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