Morwitz, Vicki G. and Kurt P. Munz (2021) , "Intentions," Consumer Psychology Review, accepted.
Intentions are one of the most widely used constructs in consumer research. We review over 50 years of research that has helped us understand what intentions are, their antecedents and consequences, and how best to measure and use them as a proxy for or predictor of behavior. We define intentions and differentiate them from other closely relatedly psychological constructs. We review several psychological theories where intentions play a central role and highlight what is known about the strength of the intentions-behavior relationship, and factors that moderate the strength of that relationship. We also review more methodological research and discuss what is known about how to best measure intentions and use them to predict behavior. Finally, we suggest opportunities for continued research on intentions and discuss their continued relevance in a world of big data.