behavioural intention
Definition:
A decision to behave in a particular way based on beliefs about the consequences of such behaviour. Intentions to buy stated in response to market research are notoriously unreliable and should be treated with caution.
Cross-References:
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].