JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org. This content downloaded from 169.230.243.252 on SunA field study was conducted providing empirical evidence that variables contained in the Dulany theory popularly adapted by Fishbein are situation bound in their effects on consumer brand purchase intenion and behavior. Six forms of the theory were utilized. Attitude, Social Influence, Personal Norm, and Intention Interactions a s Related t o Brand Purchase Behavior INTRODUCTION Marketing theorists have been concerned with the effects of numerous behavioral and demographic variables on consumer brand purchase behavior. Extensive literature reviews by theorists developing consumer behavior models suggest, among others, such explanatory variables as attitude, motives, group influences, culture, social class, intention, income, education, family size, race, and religion [12, 19, 20, 26, 31].Some models have been developed or adapted primarily to serve as conceptual frameworks for the study of consumer behavior; others, in particular the numerous models relating an aspect of consumer behavior and some behavioral or demographic variable, have been developed primarily for predictive purposes, for example Frank [15] and Kuehn [22] in which probability of purchase of a particular brand is based on previous brand purchase behavior; and some models are intended to serve both purposes [19,26].Dulany [9, 10, 11] has developed a theory of propositional control concerned with concept learning and verbal conditioning which Fishbein [13] has suggested has value for understanding relationships between attitude and behavior by "identifying some of the ways in which other variables interact with attitudes as determinants of overt behavior" (p. 487). A major a priori reason for interest in Dulany's theory is the success those testing the theory have had in predicting behavior. The major value of the theory,
