State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage.

This article investigates how the individual difference variable of state versus action orientation moderates the pattern of relationships among constructs in the theory of reasoned action. State orientation refers to a low capacity for the enactment of action-related mental structures, whereas action orientation refers to a high capacity for this type of enactment. A field study was conducted in the context of consumers self-reported usage of coupons for grocery shopping. The results showed that state versus action orientation moderates the relative importance of determinants of intentions; specifically subjective norms become more important as people become state oriented whereas the relative importance of attitudes increases as people become action oriented. In addition, the study showed that past behavior is a determinant of intentions to use coupons. Copyright 1992 by the University of Chicago.