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This study aimed at comparing the predictive power of the Theory of Planned Behavior (TPB), the Model of Goal-Directed Behavior (MGB), and the Extended Model of Goal-Directed Behavior (EMGB) for observed and self-reported behaviors concerning consumer nondurables. More specifically, the three models were compared in terms of their predictive power for intention and for behavioral desire (only MGB and EMGB). Additionally, the validity of four different models for predicting post-behavior evaluations was examined. Results showed that the EMGB is the most powerful in predicting both intention and behavioral desire. Moreover, results revealed that, as expected, all three models showed a better predictive power for SRB than for observed behavior. Finally, results demonstrated that post-behavior evaluations are both online and memory-based.

The Preference for Intuition and Deliberation (PID) scale aims at capturing stable general individual differences in terms of intuitive versus deliberative preferences in decision making. A study examined the psychometric properties of the English version of the PID, investigated whether the two subscales moderate the validity of implicit and explicit measures for incidental and deliberative evaluations and behaviours concerning fizzy soft drinks, and compared the predictive validity of two new implicit measures (ST‐IAT and ID‐EAST) and an explicit measure. Results showed an asymmetric weak double dissociation pattern only for behaviours. Additionally, a moderation effect suggested that the ST‐IAT better predicted sensory evaluation for people high in intuition and explicit attitudes better predicted benefit evaluation for people high in deliberation. Copyright © 2007 John Wiley & Sons, Ltd.

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