A comparative study was conducted of the predictive utility across two psychosocial models of human behavior--the Triandis Theory of Social Behavior and Fishbein's Theory of Behavioral Intentions--as they focus on professionals' intentions to market and advertise their services. Each component in these two models was critically examined to determine its significance in predicting professionals' intentions to use marketing and advertising practices. / The dependent variable measured was the "behavioral intention" of professionals to market and advertise their services. In order to effectively compare the Fishbein and Triandis models, only the "behavioral intention" portion of the Triandis model was used. Therefore, with this modification, each of the dependent variables of the two models were comparable. / In an attempt to enhance the models, several diffusion factors were tested to see if they were related to the dependent variable, behavioral intention. Diffusion factors that were tested include: (1) risk and uncertainty, (2) cost, (3) compatibility, (4) observability, and (5) trialability-reversibility. / The results provided an increased understanding of the intrapersonal determinants of marketing actions that could possibly aid in the prediction of other business-related behaviors. The expectations that both models would prove to be accurate in predicting intentions relative to dentist's marketing and advertising their services were supported. The Triandis model fared better than the Fishbein model. Multiple correlations for the Fishbein model ranged from.717 to.782. The multiple correlations for the Triandis model ranged from.782 to.854. The average correlation for the Triandis model was.821, while the average for the Fishbein model was.752. / Three out of the five diffusion factors proved to be significantly correlated with the dependent variable. These three factors were compatibility, observability, and trialability-reversibility. There is an obvious implication for marketing and advertising professionals that dentists are concerned about the compatibility of marketing and advertising messages with their practices. / Source: Dissertation Abstracts International, Volume: 50-03, Section: A, page: 0739. / Major Professor: Gary R. Heald. / Thesis (Ph.D.)--The Florida State University, 1989.
| Identifer | oai:union.ndltd.org:fsu.edu/oai:fsu.digital.flvc.org:fsu_77965 |
| Contributors | Kerr, Daryl Lynn., Florida State University |
| Source Sets | Florida State University |
| Language | English |
| Detected Language | English |
| Type | Text |
| Format | 128 p. |
| Rights | On campus use only. |
| Relation | Dissertation Abstracts International |
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