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This application of the theory of reasoned action examines the standard Fishbein-Ajzen paradigm and several model variations. These variations extend and challenge the standard model by incorporating tests of interdependent relations between attitudinal ~nd subjective influence variables, by postulating multiple cogmtlv. e an ~ normative structures rather than unidimensional structures, and by companng direct effects of Aact and SN on behavior against indirect effects mediated through behavioral intentions. Coupon usage is an aspect of consumer and mar-keter behavior that has experienced near phe-nomenal growth, with total coupon distribution in 1982 estimated at 119. 5 billion (Marketing Com-munications 1983). The important role of coupons and other forms of dealing has prompted researchers to examine characteristics of the deal-prone con-sumer, to investigate the impact of deals on consumer choice and brand switching, and to study the influence of deals on overall product sales and market shares
Shimp et al. (Sat,) studied this question.