8/9/2019 Attitude Example
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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
8/9/2019 Attitude Example
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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 $ou get the following Attitude scoresMercedes &9 = 5>:orsche ;55 = 5;
+or!ette = 5?
+lic# here to download a spreadsheet with the calculationshttp%www/personal/#ent/edu@Elmar#sM9"'3B63Battitudeexample/xls
n∑i=5
8/9/2019 Attitude Example
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An Example of the Extended Fishbein Attitude Model (the "heor$ 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/
8/9/2019 Attitude Example
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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 $ou need to calculate the 1eha!ioral Dntentions score for theconsumer/
8/9/2019 Attitude Example
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Ab= biei and &0 = 01j x M+j
Calculate A b
+onse-uence *ating(ei)
::a!illion
biei for :
D1Meno!o"hin# :ad
biei for D1M
<ellL:&
biei for <ell
:ro!ide 'ood&upport
23 24 25 23
'i!e me a 5CGscreen
75 75 74 25
0ot weighmore than Bpounds
24 24 23 24
'i!e me a
batter$ 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