Reply to Comments on the Nature and Uses of Expectancy-Value Models in Consumer Attitude Research

Abstract

1. In their enthusiasm to relate other theories to Fishbein's, the authors have misunderstood and misinterpreted Rosenberg and the antecedent functional (means-end) school of thought based on the concept of valued states. 2. Contrary to assertions made by Fishbein, I don't think the Fishbein and Rosenberg models are equivalent or even similar in structure. The illusion of an equivalent structure comes from the weightedsum formula used by both to obtain an index of cognitive structure. 3. There is no Bass-Talarzyk-Sheth theory of attitude. However, a comprehensive theory of attitude-behavior relationship developed by Sheth some time ago is known to all three authors. 4. It is indeed naive to assert superiority of one model over other models when the studies (1) reflected different settings (e.g., laboratory experiment vs. field survey), (2) involved different issues (e.g., Negroes should be allowed in white neighborhood, story about Mrs. Williams, brands of grocery products), and (3) utilized different statistical and methodological procedures (e.g., chi-squared, simple correlations, multiple correlations).