Intentions

Intentions is refers to the underlying attitude towards the act of behaviour and the subjective norm. In other words, the context within which a proposed purchase is to occur is seen as important to the attitude that is developed towards the object.

Definitions

According to the Marketing Communications by Fill (5th edition),

Intentions. Refers to the underlying attitude towards the act of behaviour and the subjective norm. In other words, the context within which a proposed purchase is to occur is seen as important to the attitude that is developed towards the object.