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 An Example of the Original Fishbein Attitude Model (based on lecture material)

 Ao = biei

where,

 Ao = Attitude toward the object (brand)bi = belief about the brands possession of the attributeei = e!aluation of the attribute as being good or badn = there are a limited number (n) of attributes which the  person will consider 

"he following as#s a consumer to e!aluate these attributes for luxur$ cars%

 Attribute%&port$ &t$ling

'ood andling*ideigh +ost'reat Accelerationow *epair Fre-uenc$

.se the numbers from the following scale to e!aluate each characteristic ofluxur$ cars/

0either 'ood

Extremel$ Moderatel$ &lightl$ nor &lightl$ Moderatel$ Extremel$'ood 'ood 'ood 1ad 1ad 1ad 1ad23 24 25 6 75 74 73

"he consumer pro!ides the following responses, which represent e i (ane!aluation of the attribute as being good or bad)

 Attribute *ating (ei)&port$ &t$ling 23'ood andling*ide 23igh +ost 75'reat Acceleration 23ow *epair Fre-uenc$ 25

8e then as# the consumer to rate three brands of interest to determine whetherthe consumer belie!es each brand possesses each attribute (the bi)/

∑

n

i=5

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.se the following scale to how li#el$ it is that each luxur$ card brand possessesthe characteristic/

  0either   i#el$

Extremel$ Moderatel$ &lightl$ nor &lightl$ Moderatel$ Extremel$

i#el$ i#el$ i#el$ .nli#el$ .nli#el$ .nli#el$ .nli#el$23 24 25 6 75 74 73

  Attribute Mercedes &9 :orsche ;55 +or!ette

&port$ &t$ling 23 23 24'ood andling*ide 24 23 24igh +ost 23 23 24'reat Acceleration 25 23 24ow *epairFre-uenc$

75 74 24

"o calculate the consumers attitude about each brand of car using the OriginalFishbein Attitude Model, multipl$ the attribute e!aluations time the brands ratingand sum for each brand%

 Ao = biei

 Attribute *ating(ei)

Mercedes&9 (bi)

biei for Mercedes

:orsche;55 (bi)

biei for :orche

+or!ette(bi)

biei for +or!ette

&port$ &t$ling 23 23 24 24'ood

andling*ide

23 24 23 24

igh +ost 75 23 23 24'reat

 Acceleration23 25 23 24

ow *epairFre-uenc$

25 75 74 24

 Ao =

<id $ou get the following Attitude scoresMercedes &9 = 5>:orsche ;55 = 5;

+or!ette = 5?

+lic# here to download a spreadsheet with the calculationshttp%www/personal/#ent/edu@Elmar#sM9"'3B63Battitudeexample/xls

n∑i=5

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 An Example of the Extended Fishbein Attitude Model (the "heor$ of *easoned Action)

"his material is co!ered in the class lecture and the basics are in the text (seepages 4>C and 4>)/

"he Extended Fishbein Model is%  1 1D = w5 Ab 2 w4 &0

where,1 is O!ert Behavior  (e/g/, the purchase), which is approximatel$ e-ual to1D or Behavioral Intentions, and

 Ab = Attitude about the behavior  (the act of purchasing a brand, for example) =biei (beliefs about the conse-uences of the beha!ior evaluation of thoseconse-uences as good or bad), and

&0 represent Subjective Norms, or 

&0 = 01j x M+j

01 are normative beliefs (what we thin# others would want us to do),M+ represents our motivation to compl $ with their wishes

Finall$, w5 and w4 represent the weight gi!en the Ab and &0 components/

ets assume we are interested in e!aluating consumers attitudes about laptopcomputers/ 8e determine that the rele!ant factors that influence purchase are:ro!ides 'ood &upport, &creen &ie, 8eight, 1atter$ ife, and :rice/

9eeping in mind the rationale behind the Fishebein Extended Model, we as# theconsumer to thin# about purchasing a laptop for the Fall semester/

≈

∑

m

 j=5

n

i=5

∑

8/9/2019 Attitude Example

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First, we establish the ei scores%

:lease use the numbers from the following scale to e!aluate each of thefollowing conse-uences of bu$ing a laptop computer for the Fall semester%

0either 'ood

Extremel$ Moderatel$ &lightl$ nor &lightl$ Moderatel$ Extremel$'ood 'ood 'ood 1ad 1ad 1ad 1ad23 24 25 6 75 74 73

+onse-uence *ating (ei scores):ro!ides 'ood &upport 23as a 5CG screen 75<oes not weigh more than B pounds 24

as a batter$ that lasts at least > hours 25+osts less than H5666 230O"E% Each of the abo!e statements is a +O0&EI.E0+E of bu$ing the laptop/ &o, therespondent is pro!iding $ou with an e!aluation of the conse-uences as being JgoodJ or Jbad/J

0ext, we determine whether the consumer feels brands of interest to us will orwill not pro!ide the conse-uences of interest (the b i scores)/

:lease use this scale to indicate how li#el$ it is that bu$ing each laptop will gi!e $ou the resultsindicated/

  0either   i#el$

Extremel$ Moderatel$ &lightl$ nor &lightl$ Moderatel$ Extremel$i#el$ i#el$ i#el$ .nli#el$ .nli#el$ .nli#el$ .nli#el$23 24 25 6 75 74 73

1u$ing the KKKKKKKKKKKKK laptop for this Fall semester will%

+onse-uence: :a!illion D1Meno!o "hin#

:ad<ell L:&

:ro!ide 'ood &upport 24 25 23'i!e me a 5CG screen 75 74 25

0ot weigh more than Bpounds

24 23 24

'i!e me a batter$ that lastsat least > hours

25 24 24

+ost less than H5666 25 24 73

0O"E% "he respondent is now pro!iding $ou with an indication of his or her beliefs about theconse-uences of bu$ing each laptop this Fall/

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0ext, we want to determine the social influences on the purchase/ 8e would need to #now whothe consumer would li#el$ be influenced b$ in order to as# these -uestions/

:lease use this scale to indicate how each person feels about $ou ta#ing each !acation%  23 24 25 6 75 74 73

<efinitel$ :robabl$ Might 0o Might :robabl$ <efinitel$ &hould &hould +onsider Opinion 0ot &hould &hould  0ot 0ot 1u$ing the following brand of laptop for this Fall semester%  : D1Meno!o <ell L:&

:a!illion "hin# :ad  *oommate KK24K KK25K KK23KK    &pecial Friend KK75K KK24K KK23K   K   <ad KK25K KK23K KK74 KK 

0ote% "he abo!e scores are the 01s (the 0ormati!e 1eliefs)

0ow, we see how moti!ated to compl$G the$ are with each personNN

ow much do $ou want to do what each person thin#s $ou should do

0ot at all &lightl$ Moderatel$ &trongl$  6 5 4 3

*oommate KKK25K &pecial Friend KKK23K  <ad KKK24K  

0ote% "hese are the M+s (the Moti!ation to +ompl$)

Finall$, we need to obtain an indication of how much weight to put on each factor/ Dn a researchstud$, these would be beta weightsG from a regression anal$sis/ For this example, we as# thefollowing -uestion%

8hen people purchase laptop computers, there are two important influences on their decisionabout what laptop to bu$/ 8hat the$ personal thin# about each laptop, and what people who areimportant to them thin#/ :lease di!ide 566 points between these two factors to indicate theirimportance in $our decision about what trip to bu$ (e/g/, ?6746, 3B7CB, B67B6, etc/)

  M$ own beliefs KKKKK Other peoples beliefs KKKKK 

For this example, lets assume that person responds .8 for their own beliefs and .2 for otherpeoples/

Pou now ha!e all the information $ou need to calculate the 1eha!ioral Dntentions score for theconsumer/

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 Ab= biei  and &0 = 01j x M+j

Calculate A b

+onse-uence *ating(ei)

::a!illion

biei for :

D1Meno!o"hin# :ad

biei for D1M

<ellL:&

biei for <ell

:ro!ide 'ood&upport

23 24 25 23

'i!e me a 5CGscreen

75 75 74 25

0ot weighmore than Bpounds

24 24 23 24

'i!e me a

batter$ thatlasts at least >hours

25 25 24 24

+ost less thanH5666

23 25 24 73

 Ab =

Calculate SN:

M+ ::a!illion

01

01QM+for :

D1Meno!o"hin# :ad 01

01QM+for D1M

<ell L:&01

01QM+for <ell

*oommate 25 24 25 23&pecialFriend

23 75 24 23

<ad 24 25 23 74

&0 =

Calculate the BI score

85  Ab 85QAb 84 &0 84Q&0 1D = &umof 85QAb

and

84Q&0::a!illionD1Meno!o"hin# :ad<ell L:&

1 1D = w5 Ab 2 w

4&0≈

n

i=5

∑   ∑

m

 j=5