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

Ao = biei
i=5

where, Ao = Attitude toward the object (brand) bi = belief about the brand s possession of the attribute ei = e!aluation of the attribute as being good or bad n = 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$ling 'ood (andling)*ide (igh +ost 'reat Acceleration ,ow *epair Fre-uenc$ .se the numbers from the following scale to e!aluate each characteristic of luxur$ cars/
0either 'ood &lightl$ nor &lightl$ Moderatel$ 'ood 1ad 1ad 1ad 25 6 75 74

Extremel$ 'ood 23

Moderatel$ 'ood 24

Extremel$ 1ad 73

"he consumer pro!ides the following responses, which represent e i (an e!aluation of the attribute as being good or bad) Attribute &port$ &t$ling 'ood (andling)*ide (igh +ost 'reat Acceleration ,ow *epair Fre-uenc$ *ating (ei) 23 23 75 23 25

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

.se the following scale to how li#el$ it is that each luxur$ card brand possesses the characteristic/
0either ,i#el$ &lightl$ nor ,i#el$ .nli#el$ 25 6

Extremel$ ,i#el$ 23

Moderatel$ ,i#el$ 24

&lightl$ .nli#el$ 75

Moderatel$ .nli#el$ 74

Extremel$ .nli#el$ 73

Attribute
&port$ &t$ling 'ood (andling)*ide (igh +ost 'reat Acceleration ,ow *epair Fre-uenc$

Mercedes &,9 23 24 23 25 75

:orsche ;55 23 23 23 23 74

+or!ette 24 24 24 24 24

"o calculate the consumer s attitude about each brand of car using the Original Fishbein Attitude Model, multipl$ the attribute e!aluations time the brand s rating and sum for each brand% Ao = biei
i=5 Attribute &port$ &t$ling 'ood (andling)*ide (igh +ost 'reat Acceleration ,ow *epair Fre-uenc$ *ating (ei) 23 23 75 23 25 Mercedes &,9 (bi) 23 24 23 25 75 biei for Mercedes :orsche ;55 (bi) 24 23 23 23 74 biei for :orche +or!ette (bi) 24 24 24 24 24 biei for +or!ette
n

Ao = <id $ou get the following Attitude scores= Mercedes &,9 = 5> :orsche ;55 = 5; +or!ette = 5? +lic# here to download a spreadsheet with the calculations http%))www/personal/#ent/edu)@AElmar#s)M9"'3B63B)attitudeexample/xls

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 (see pages 4>C and 4>A)/ "he Extended Fishbein Model is% 1 1D = w5Ab 2 w4 &0 where, 1 is O!ert Behavior (e/g/, the purchase), which is approximatel$ e-ual to 1D or Behavioral Intentions, and
biei (beliefs about the conse-uences of the beha!iorE evaluation of those
i=5 n

Ab = Attitude about the behavior (the act of purchasing a brand, for example) = conse-uences as good or bad), and &0 represent Subjective Norms, or &0 = 01j x M+j
j=5 m

01 are normative beliefs (what we thin# others would want us to do), M+ represents our motivation to compl$ with their wishes Finall$, w5 and w4 represent the weight gi!en the Ab and &0 components/ ,et s assume we are interested in e!aluating consumer s attitudes about laptop computers/ 8e determine that the rele!ant factors that influence purchase are :ro!ides 'ood &upport, &creen &iFe, 8eight, 1atter$ ,ife, and :rice/ 9eeping in mind the rationale behind the Fishebein Extended Model, we as# the consumer to thin# about purchasing a laptop for the Fall semester/

First, we establish the ei scores% :lease use the numbers from the following scale to e!aluate each of the following conse-uences of bu$ing a laptop computer for the Fall semester%

Extremel$ 'ood 23

Moderatel$ 'ood 24

0either 'ood &lightl$ nor &lightl$ Moderatel$ 'ood 1ad 1ad 1ad 25 6 75 74

Extremel$ 1ad 73

+onse-uence *ating (ei scores) :ro!ides 'ood &upport 23 (as 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 23 0O"E% Each of the abo!e statements is a +O0&EI.E0+E of bu$ing the laptop/ &o, the respondent 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 or will 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 $ou the results indicated/ 0either ,i#el$ &lightl$ nor ,i#el$ .nli#el$ 25 6

Extremel$ ,i#el$ 23

Moderatel$ ,i#el$ 24

&lightl$ .nli#el$ 75

Moderatel$ .nli#el$ 74

Extremel$ .nli#el$ 73

1u$ing the KKKKKKKKKKKKK laptop for this Fall semester will% (: :a!illion +onse-uence :ro!ide 'ood &upport 'i!e me a 5CG screen 0ot weigh more than B pounds 'i!e me a batter$ that lasts at least > hours +ost less than H5666 24 75 24 25 25 D1M),eno!o "hin# :ad 25 74 23 24 24 <ell L:& 23 25 24 24 73

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

0ext, we want to determine the social influences on the purchase/ 8e would need to #now who the 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$ing the following brand of laptop for this Fall semester% (: D1M),eno!o <ell L:& :a!illion "hin# :ad *oommate KK24K KK25K KK23KK &pecial Friend KK75K KK24K KK23KK <ad KK25K KK23K KK74KK 0ote% "he abo!e scores are the 01s (the 0ormati!e 1eliefs) 0ow, we see how Mmoti!ated to compl$G the$ are with each personNN (ow much do $ou want to do what each person thin#s $ou should do= 0ot at all 6 &lightl$ 5 Moderatel$ 4 KKK25K KKK23K KKK24K &trongl$ 3

*oommate &pecial Friend <ad

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 research stud$, these would be Mbeta weightsG from a regression anal$sis/ For this example, we as# the following -uestion% 8hen people purchase laptop computers, there are two important influences on their decision about what laptop to bu$/ 8hat the$ personal thin# about each laptop, and what people who are important to them thin#/ :lease di!ide 566 points between these two factors to indicate their importance in $our decision about what trip to bu$ (e/g/, ?6746, 3B7CB, B67B6, etc/) M$ own beliefs KKKKK Other peoplesO beliefs KKKKK

For this example, let s assume that person responds .8 for their own beliefs and .2 for other people s/ Pou now ha!e all the information $ou need to calculate the 1eha!ioral Dntentions score for the consumer/

1 1D = w5Ab 2 w4 &0
Ab= biei and &0 = 01j x M+j
i=5 j=5 n m

Calculate Ab
+onse-uence :ro!ide 'ood &upport 'i!e me a 5CG screen 0ot weigh more than B pounds 'i!e me a batter$ that lasts at least > hours +ost less than H5666 *ating (ei) 23 75 24 25 (: :a!illion 24 75 24 25 biei for (: D1M),eno!o "hin# :ad 25 74 23 24 biei for D1M <ell L:& 23 25 24 24 biei for <ell

23

25

24

73

Ab = Calculate SN:
M+ *oommate &pecial Friend <ad 25 23 24 (: :a!illion 01 24 75 25 01QM+ for (: D1M),eno!o "hin# :ad 01 25 24 23 01QM+ for D1M <ell L:& 01 23 23 74 01QM+ for <ell

&0 = Calculate the BI score

85

Ab

85QAb

84

&0

84Q&0

1D = &um of 85QAb
and

84Q&0 (: :a!illion D1M),eno!o "hin# :ad <ell L:&