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The Importance Of Non-linear Relationships Between Attitude And Behaviour In Policy Research

机译：态度与行为之间非线性关系在政策研究中的重要性

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摘要

The relation between consumers' attitude and behaviour is of importance in designing marketing and public policy measures. However, many empirical studies find only low effects of attitudes on behaviour. In this paper, we suggest that the conflicting evidence on the attitude-behaviour link is partly due to only extreme attitudes impacting behaviour. That is, possible non-linearities not detected by standard linear models could occur in the relationship between attitudes and behaviour. We present and compare alternative model specifications to assess the non-linear relationship. We test our view using empirical examples relating to the link between environmental concerns and the purchase of organic products, and the link between privacy concerns and the possession of loyalty cards. We find strong support for the appearance of a non-linear relationship between environmental concern and the purchase of organic products, while only weak support for such a relationship between privacy concern and the possession of loyalty cards.
机译：消费者的态度和行为之间的关系在设计营销和公共政策措施时很重要。然而，许多实证研究发现态度对行为的影响很小。在本文中，我们建议在态度-行为联系上存在矛盾的证据部分是由于仅极端态度会影响行为。也就是说，在态度和行为之间的关系中可能会发生标准线性模型未检测到的可能的非线性。我们提出并比较替代模型的规格，以评估非线性关系。我们使用经验示例来检验我们的观点，这些示例涉及环境问题与购买有机产品之间的联系，以及隐私问题与拥有会员卡之间的联系。我们发现强烈支持环境关注与购买有机产品之间的非线性关系，而对于支持隐私与持有会员卡之间的这种关系则只有微弱的支持。

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