The Original Fishbein Attitude Model

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 brand’s possession of the attribute ei = evaluation of the attribute as being good or bad n = there are a limited number (n) of attributes which the person will consider

The following asks a consumer to evaluate these attributes for luxury cars:

Attribute:
Sporty Styling
Good Handling/Ride
High Cost
Great Acceleration
Low Repair Frequency

Use the numbers from the following scale to evaluate each characteristic of luxury cars.

Neither
Good
Extremely Moderately Slightly nor Slightly Moderately Extremely
Good Good Good Bad Bad Bad Bad
+3 +2 +1 0 -1 -2 -3

The consumer provides the following responses, which represent ei (an evaluation of the attribute as being good or bad)

Attribute Rating (ei)
Sporty Styling +3
Good Handling/Ride +3
High Cost -1
Great Acceleration +3
Low Repair Frequency +1

We then ask the consumer to rate three brands of interest to determine whether the consumer believes each brand possesses each attribute (the bi).

Use the following scale to how likely it is that each luxury card brand possesses the characteristic. Neither Likely
Extremely Moderately Slightly nor Slightly Moderately Extremely
Likely Likely Likely Unlikely Unlikely Unlikely Unlikely
+3 +2 +1 0 -1 -2 -3 Attribute Mercedes SLK Porsche 911 Corvette
Sporty Styling +3 +3 +2
Good Handling/Ride +2 +3 +2
High Cost +3 +3 +2
Great Acceleration +1 +3 +2
Low Repair Frequency -1 -2 +2

To calculate the consumer’s attitude about each brand of car using the Original Fishbein Attitude Model, multiply the attribute evaluations time the brand’s rating and sum for each brand:

Ao = biei

Attribute Rating (ei) Mercedes
SLK (bi) biei for Mercedes Porsche
911