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The importance of behavioral outcomes

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  • John Hulland

    (University of Georgia)

  • Mark Houston

    (Texas Christian University)

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  • John Hulland & Mark Houston, 2021. "The importance of behavioral outcomes," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 437-440, May.
    • Handle: RePEc:spr:joamsc:v:49:y:2021:i:3:d:10.1007_s11747-020-00764-w
    DOI: 10.1007/s11747-020-00764-w
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    References listed on IDEAS

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    1. Carrington, Michal J. & Neville, Benjamin A. & Whitwell, Gregory J., 2014. "Lost in translation: Exploring the ethical consumer intention–behavior gap," Journal of Business Research, Elsevier, vol. 67(1), pages 2759-2767.
    2. Manohar U. Kalwani & Alvin J. Silk, 1982. "On the Reliability and Predictive Validity of Purchase Intention Measures," Marketing Science, INFORMS, vol. 1(3), pages 243-286.
    3. Andrea C. Morales & On Amir & Leonard Lee, 2017. "Keeping It Real in Experimental Research—Understanding When, Where, and How to Enhance Realism and Measure Consumer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 465-476.
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