Page 108 - DMGT506_CONSUMER_BEHAVIOUR

Unit 7: Consumer Attitudes

example, a consumer’s attitude towards Omega watch (object) may be very positive, but her/his Notes
attitude towards the act of purchasing such an expensive watch may be negative. The appeal of
this model is that it seems to be a better predictor of an individual’s actual behaviour than the
attitude-toward-object model.

Figure 7.3: Representation of Fishbein’s Behavioural Intentions Attitude Model

Believes that the
behaviour leads to
certain consequences

Attitude towards
the behaviour

Evaluation of
consequences

Behavioural
intention Behavioural

Beliefs about
perceptions of
important referents

Other
Subjective norms intervening
about the behaviour factors

Motivations to comply
with specific referents

According to this model, working backwards from behaviour such as buying a certain product,
brand, or service, the best predictor of behaviour is the intention to act. In the sequence shown,
beliefs precede attitude towards the behaviour and normative beliefs precede subjective norms
about the behaviour; attitudes and subjective norms precede behavioural intentions and
behavioural intention precede actual behaviour. To predict an individual’s behaviour, one is
required to determine her/his attitude towards the specific behaviour in question and subjective
norms regarding the behaviour. Each of these would influence the behavioural intention.
The Behavioural Intentions Model is expressed as:
n
Attitude = b e
1 1
(beh)
I 1
where,
Attitude = the individual’s overall attitude towards performing the specific behaviour
(beh)
b = the person’s belief that performing that behaviour results in consequence 1
1
e = the person’s evaluation of consequence of 1
1
n = the number of relevant behavioural beliefs.

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