Attitude and Decision-Making


New Advances in Attitude and Behavioural Decision-Making Models, Special issue of Journal of Marketing Management, Edited by Nina Michaelidou and Louise Hassan; Deadline 1 May 2013

New Advances in Attitude and Behavioural Decision-Making Models

Guest Editors: Dr Nina Michaelidou, Loughborough University, UK and Dr Louise Hassan, Lancaster University, UK.

The contributions of Martin Fishbein and Icek Ajzen remain prominent in the domain of consumer research. These authors are credited with the development of the Expectancy-Value Theory, the Theory of Reasoned Action (TRA) and the Theory of Planned Behaviour (TPB), (Ajzen, 1991; Fishbein & Ajzen, 1975). These theories are considered as cornerstones in explaining and predicting intentions and behaviour. The TRA/TBP have been utilised by many researchers in various domains and contexts including marketing and consumer behaviour, business ethics, social psychology, sports and health sciences and information systems (e.g., Norman, 2011; Xiao, Tang, Serido & Shim, 2011; Colins & Mullan, 2011; Yoon, 2011; Pelling & White, 2009; Rise, Sheeran & Hukkelberg, 2010; Pavlou & Fygenson, 2006). In view of the significance of these theories in the domain of marketing and consumer behaviour, the SI editors welcome theoretical and empirical papers on modelling consumers’ decision making which extend and advance these theories. Topics for the JMM special issue include, but are not limited to, the following:

  • The expectancy-value muddle in the Theory of Reasoned Action (TRA)/Planned Behaviour (TPB)
  • The Extended Model of Goal Directed Behaviour
  • Meta-analyses on the use of the TRA in marketing
  • Moderating and mediating effects within consumer decision making models and specifically TRA and TPB
  • Cross-cultural applications of the TRA/TPB
  • Critical reviews on research utilising the TRA/TPB in marketing
  • Longitudinal applications of the TRA/TPB
  • New models of consumer decision-making
  • Comparative studies on models of consumer decision-making
  • The use of the TRA/TPB within intervention studies
  • Rational and emotional perspectives on decision-making

All manuscripts submitted must strictly follow the guidelines for the Journal of Marketing Management. These are available at

The closing date for submission is 1st May 2013 for publication in 2014.


Manuscripts should be submitted online using the Journal of Marketing Management ScholarOne Manuscripts site ( New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the nonanonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. To submit your manuscript to the Special Issue on New Advances in Attitude and Behavioural Decision-Making Models choose the title of the Special Issue from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and insert the title in the text field provided.

Informal queries regarding guest editors’ expectations or the suitability of specific research topics can be directed Dr Nina Michaelidou (


Ajzen, I. (1991). The theory of planned behaviour. Organisational Behaviour and Human Decision Processes, 50 (2), 179-211.

Collins, A. & Mullan, B. (2011). An extension of the theory of planned behavior to predict immediate hedonic behavior and distal benefit behaviors. Food Quality and Preference 22 (7), 638-646.

Fishbein, M., & Ajzen, I. (1975), Belief, attitude, intention, and behaviour: An introduction to theory and research. Reading, MA: Addison-Wesley.

Norman, P. (2011). The theory of planned behaviour and binge drinking among undergraduate students: Assessing the impact of habit strength. Addictive Behaviors, 36 (5), 502-507.

Pavlou, A. P., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behaviour. MIS Quarterly, 30 (1), 115-143.

Pelling, E. L. & White, K. M. (2009). The theory of planned behavior applied to young people’s use of social networking web sites. CyberPsychology & Behavior, 12 (6), 755-759.

Rise, J., Sheeran, P., & Hukkelberg, S. (2010). The role of self-identity in the theory of planned behavior: A meta-analysis. Journal of applied Social Psychology 40 (5), 1085-1105.

Xiao, J. J., Tang, C., Serido, J. & Shim, S. (2011). Antecedents and consequences of risky behavior among college students: Application and extension of the theory of planned behavior. Journal of Public Policy and Marketing, 30 (2), 239-245.

Yoon, C. (2011). The theory of planned behavior and ethics theory in digital piracy: an integrated model. Journal of Business Ethics 100, (3), 405-417.

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