Explaining the Intended Use of Nonprescription Analgesics

Abstract

This research examined the usefulness of the Fishbein Behavioral Intention Model as a conceptual framework in explaining consumer intention to use over-the-counter analgesics. Specifically, the study used structural equation models to estimate model parameters and to assess the adequacy of the model to the data. Each of the model components -cognitive attitude, affective attitude, behavioral intention, subjective norm, and past behavior- was assessed by using multiple measures. Nested models were used to evaluate the relationships among the constructs in the model. A mail questionnaire was used to obtain data from a random sample of households (n = 220; response rate = 41%). The results supported the usefulness of the Fishbein Behavioral Intention Model. About 87% of the variation in intention was accounted for by the model. Cognitive attitude, past behavior, and subjective norms were found to influence behavioral intention indirectly through the impact on affective attitude.