Tajeddini, Kayhan; Nikdavoodi, Jeanette Nahaleh - In: Journal of Global Scholars of Marketing Science 24 (2014) 4, pp. 395-410
This paper reports on the results of a cross-sectional study that focused on the impact of attitudes, subjective norms and consumer innovativeness on intention to purchase cosmetic products. Beginning with the Theory of Reasoned Action (Ajzen & Fishbein, 1980; Fishbein, 1980; Fishbein & Ajzen, 1975),...
