Eating at Fast-Food Restaurants: An Analysis Using Two Behavioral Intention Models


1 Requests for reprints should be sent to David Brinberg, Department of Marketing, Baruch College, City University of New York, New York, NY 10010


Eating at fast-food restaurants is becoming increasingly popular. However, little research has been conducted examining the determinants of this behavior. A subjective probability model and Fishbein's behavioral intention model were used to examine this behavior. Both models were significant predictors of the individual's intention to eat at these restaurants and both were used to identify psychologically important beliefs that determine this behavior. Intention was found to be a significant and sufficient predictor of behavior. Finally, the use of these findings for both applied and basic researchers is presented.