Fishbein's (1967) Multiattribute Attitude Model (Essay Sample)

Fishbein’s (1967) Multiattribute Attitude Model
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Fishbein’s (1967) Multiattribute Attitude Model
The Fishbein’s (1967) Multiattribute Attitude Model provides a conceptual framework for examining the linkage between overall attitude and perceptions about various attributes of products. Fishbein’s model appeals to marketing practitioners and consumer researchers because it examines attitudes in the sense of selected product beliefs and attributes. While many variations of this type of attitude model exist, those suggested by Fishbein and those who worked closely with him the greatest interest (Dierks, 2005).
The Fishbein model suggests that the overall attitude of a consumer towards an object (o) can be influenced by:E = This is the evaluation or assessment of the goodness of a specific attribute that an object might haveB = This is the consumer/user’s strength of belief that a specific object has the attribute (Dierks, 2005)
Example
If a consumer/user strongly believes or thinks that trans fats are very bad for his/her health and is doing anything possible to keep away from them; and that similar person believes that Chamaz Potato Chips are rich in trans fatty acid, then the attitude of that consumer about Chamaz Chips must be extremely negative.
Numbers may be used to explicate further. Suppose that the belief and goodness scale ranks from -10 to 10. Also, suppose that the consumer described above ranks the "has lots of trans fat" attribute ranks -9 on a goodness score. In addition, let us assume that the same consumer highly believes that chips from our...