'The theory of planned behaviour: if you plan to buy and you intend to buy, you definitely will buy.' To what extent do you agree with this statement? Use examples of research you have studied to support your answer.

Mark scheme

Marking points from the official mark scheme (May/June 2020). The mark or mark type is shown in brackets.

1. use generic levels of response in table C.
2. Syllabus: purchase decisions: theory of planned behaviour (Ajzen, 1991)
3. The model proposes that intentions (to purchase) automatically lead to behaviour (purchase).
4. The model has much supporting evidence: predictive of the purchase of a specific brand of grape drink (Bonfield, 1974), and toothpaste (Wilson, et al., 1975).
5. The model is said to apply in all cultures e.g. Bagozzi et al. (2000)
6. Although the model proposes that intentions automatically lead to behaviour, this is not always the case. What people say and what they do is sometimes different.
7. There are always individual differences (e.g. as there are different types of shopper) and so there will also be cultural differences
8. The model is too general: whilst it might apply to some things (e.g. health behaviour) it might not apply to other things (such as consumer behaviour)
9. There are alternative models, such as the black-box model and the consumer decision model.