Measures of attitude and behavioral intention have played a significant role in the study of consumer behavior. Since behavioral intention may function as a precursor to a behavioral act, its component elements suggest approaches to marketing mix development. In marketing, the most widely used measure of behavioral intention is the Fishbein model, and it is this model's requirement for data aggregation which is the focus of this research. Findings suggest that differences in individual consumers may seriously impair the usefulness of data derived from this model.