The role of attitudes in the conduct of buyer behavior is examined in the context of two competing models of attitude structure and attitude-behavior relationship. Specifically, the objectives of the study were to compare the Fishbein and Sheth models on the criteria of predictive as well as cross-validities. Data on both the models were obtained simultaneously and the results show that the Sheth model has high predictive validity and cross-validity, while the Fishbein model has lower predictive validity but high cross-validity. The comparative findings on the models are then discussed in terms of their operationalisations of the underlying constructs. Finally, the importance of considering other relevant moderator variables in improving the strength of relationship between consumer attitudes and consumer buying intentions in shown.
