Fishbein Behavioral Intention Model Research Articles

Attitudinal Versus Normative Influence in the Purchase of Brand‐Name Casual Apparel

The Fishbein behavioral intention model, which comprises attitudinal (personal) and normative (interpersonal) components of behavior, was used to predict behavioral (purchase) intention of brand‐name casual apparel. The objective was to identify the relative importance of the attitudinal component versus the normative component as a determinant of behavioral intention. The sample consisted of 142 college students (87 men, 55 women). Multiple regression analysis showed that the attitudinal component and the normative component were statistically significant predictors of behavioral intentions; however, the attitudinal component played a more important role than the normative component. Moreover, structural aspects of the attitudinal component were examined using factor analysis. The attitudinal component was categorized into two dimensions: aesthetic andfunctional. Recommendations and implications were made for manufacturers and retailers, suggesting possible marketing strategies.

Modifying an American Consumer Behavior Model for Consumers in Confucian Culture:

Most of the accepted consumer behavior models and marketing principles have been developed in the United States and not in the “other” cultures. Several researchers have recently raised the need to validate the applicability of these models to the other cultures and to modify them to improve the models' performances for the cultures concerned. The objective of this research is to modify the Fishbein behavioral intention for Confucian culture consumers (i.e., Koreans in this study) having a fundamentally different cultural background than that which is dominant in the United States. The modified model incorporates the concepts of group conformity and face-saving, both of which have pervasive influences over Confucian culture consumers' attitudes and behaviors. The findings of the study strongly suggest the modified model improves the performances of the Fishbein behavioral intention model in explaining Korean consumer's behavioral intention formation process.

Explaining the Intended Use of Nonprescription Analgesics

This research examined the usefulness of the Fishbein Behavioral Intention Model as a conceptual framework in explaining consumer intention to use over-the-counter analgesics. Specifically, the study used structural equation models to estimate model parameters and to assess the adequacy of the model to the data. Each of the model components -cognitive attitude, affective attitude, behavioral intention, subjective norm, and past behavior- was assessed by using multiple measures. Nested models were used to evaluate the relationships among the constructs in the model. A mail questionnaire was used to obtain data from a random sample of households (n = 220; response rate = 41%). The results supported the usefulness of the Fishbein Behavioral Intention Model. About 87% of the variation in intention was accounted for by the model. Cognitive attitude, past behavior, and subjective norms were found to influence behavioral intention indirectly through the impact on affective attitude.

Consumer intention to utilize electronic shopping: The Fishbein Behavioral Intention Model

By utilizing the Fishbein Behavioral Intention theoretical framework, this study examined consumers’ intention to use an electronic shopping mode. First, the Fishbein Behavioral Intention Model was tested in the context of electronic shopping in order to determine the importance of the model components. It was found that attitudinal component ( A b ) and normative belief ( NB) were similarly important in predicting electronic shopping intention ( BI) without the function of motivation to comply ( MC). Second, those who had high intention level and those who had low intention level were identified. A profile of the potential users of electronic shopping was developed in terms of shopping habits, computer ownership and usage, mail order purchase experience, and demographics.

Contraceptive Intention Behavior in Rural Bangladesh: Factors in the Diffusion of an Innovation

To elucidate the determinants of contraceptive use or nonuse in rural Bangladesh, Fishbein's behavioral intention model was modified and applied to survey data collected in 1984 in the Ghatail upazila of the Tangail district. The proposed behavioral model consists of 5 independent variables: global attitude, global motivation to comply, motivation toward fertility regulation, method-specific attitude, and method-specific availability. Of the 193 respondents surveyed, 152 expressed an intention not to use oral contraceptives (OCs)--the most accessible method in the survey area--and were generally negative about any form of contraceptive use. As expected, the 41 women who did intend to use OCs had a positive global attitude toward contraception. Global motivation to comply scores were negative for women who had no plans to become OC users, largely because of a belief that the Islamic religion prohibits contraceptive use. Concern about religion was a greater obstacle to these women than the perceived reaction of their husband and friends to OC use. The aggregate score on motivation for fertility regulation was positive, suggesting that respondents still desire more children. The pill received a negative method-specific score due to perceptions that it is unreliable and causes side effects. The mean distance to a source of OCs (method availability) was 2.55 miles among women who intended not to use the pill and 2.34 miles among potential acceptors. Stepwise logistic regression analysis indicated that global attitude and global motivation were the most significant predictors of intent to use OCs; the only other significant variable was method-specific attitude. The implications of these findings are that contraceptive availability is not sufficient to contraceptive use; creation of a favorable attitude toward contraception and support from Islamic religious leaders appear to the necessary prerequisites to more widespread fertility control.

Eating at Fast‐Food Restaurants: An Analysis Using Two Behavioral Intention Models

Eating at fast‐food restaurants is becoming increasingly popular. However, little research has been conducted examining the determinants of this behavior. A subjective probability model and Fishbein's behavioral intention model were used to examine this behavior. Both models were significant predictors of the individual's intention to eat at these restaurants and both were used to identify psychologically important beliefs that determine this behavior. Intention was found to be a significant and sufficient predictor of behavior. Finally, the use of these findings for both applied and basic researchers is presented.

Modeling Personal and Normative Influences on Behavior

The Fishbein behavioral intention model combines all beliefs about the consequences of an act into a single attitude component. We propose a new model that separates personal and nonnative reasons for engaging in behavior. Two studies permitted multiple tests of the model's validity. The results support the model's potential for distinguishing between personal and normative motivations underlying behavior and illustrate the value of such distinctions for understanding behavior. P ersonal attitudes and social influences have long been recognized as playing important roles in consumer decision making. Research examining these two determinants of choice has focused largely on one (e.g., attitude-behavior relationships) to the exclusion of the other (e.g., referent influence, social power). Consequently, little work has been done concerning the relative role each plays in decision making. Identifying the relative importance of each for a given action (e.g., adolescent smoking behavior, adoption of innovations) should be a useful step toward understanding why the behavior occurs and in considering the likely effects of alternative behavior change strategies. A pioneering cognitive approach to integrating these two determinants of choice into a single conceptual framework is the Fishbein behavioral intention model (Ajzen and Fishbein 1980; Fishbein and Ajzen 1975). Within this model, all beliefs about the consequences of behavioral performance (and their associated affect) are combined into an attitude component, whether they pertain to the deepest personal conviction or to the rewards of expedient compliance. Beliefs about referent expectations (whether the referent thinks s/he should or should not engage in the behavior) are treated separately (combined into the normative component) and are considered to reflect social influences with respect to the behavior under study. Thus the Fishbein model does not seek to separate personal from normative

The Effects of Appraised Severity and Efficacy in Promoting Water Conservation: An Informational Analysis

To test Rogers' protection motivation theory and Fishbein's behavioral intention model, subjects observed one of four water conservation films which differed according to message severity (high/low) and efficacy of conserving (high/low). A questionnaire assessed the impact of the films on (1) the arguments (informational items) presented; (2) beliefs external to the films; (3) fear arousal; (4) Fishbein's mediating variables SN and Aact; (5) appraised severity and efficacy; and (6) behavioral intention to conserve water. High efficacy and low severity messages increased positive evaluative attitudes (Aact) toward conserving water. Although there was no effect for these manipulations on behavioral intention, the film groups, when compared with a control group which did not observe a fdm, showed significantly greater intentions to conserve water. These results are accounted for through an informational analysis of the beliefs affected by the films. This analysis provided evidence that feelings of citizen's duty to conserve water and concern about the water situation are closely related to behavioral intentions. This analysis did not support Fishbein's assertion of a dominant mediational role for SN and/or Aact in predicting behavioral intentions. The possible inclusion of a moral norm measure as a third component of Fishbein's model is discussed.

An Examination of the Convergent, Discriminant, and Predictive Validity of Fishbein's Behavioral Intention Model

In this research, multiple measures are obtained for variables said to constitute the normative and attitudinal components of Fishbein's behavioral intention model. The convergent, discriminant, and predictive validity of the model is assessed by use of structural equation models with latent variables. This approach has several advantages over past approaches in which single measures and regression or path analysis have been used to assess the model's validity. In general the results support a model in which a single attitude construct and a single normative construct are antecedents of intention.

An Examination of the Convergent, Discriminant, and Predictive Validity of Fishbein's Behavioral Intention Model

An Examination of the Convergent, Discriminant, and Predictive Validity of Fishbein's Behavioral Intention Model

Generalizing from "Imperfect" Replication

At the core of research on most marketing problems lie attempts to assess relationships between variables which are important to understanding how choice processes work and how they are affected by various factors which are either controllable or assessable by the marketing manager. These relationships may be aggregate and may involve hard, economic measurement (sales and advertising by brand, for example), or they may be softer and more disaggregate (response of different segments of consumers to certain advertising copy, for example). As understanding of buyers' choice processes builds up, so do collections of studies which use similar research techniques to approach similar sorts of problems. While these bodies of literature, published and unpublished, generally differ in enough important respects that they cannot reasonably be viewed as replications in a technical sense, they often use approaches similar enough to one another that they might be viewed as imperfect replications. In fact, methodological differences in a set of studies may allow insights not available from either a set of perfect replications or a single study. This paper proposes a procedure for grouping comparable studies into a quasi-experimental design and using analysis of variance procedures to An analysis of variance approach is suggested for evaluating the impact of various salient interstudy differences on the results of comparable but not perfectly replicative studies. As an application, multivariate analysis of variance is used to assess differences in parameter estimates across 37 quasireplicative studies based on the Fishbein Behavioral Intention Model.

Attitudes, beliefs, behavioral intentions, and behaviors of women and men toward regular jogging.

Abstract Fishbein's Behavioral Intention Model was examined in a study of the beliefs, attitudes, and behavioral intentions of women and men toward regular jogging. Data were collected from 296 female and male joggers and nonexercisers who were 30 years of age and older using a mail questionnaire which was constructed according to Fishbein's specifications. Significant and meaningful differences were found between joggers' and nonexercisers' beliefs. Nonexercisers thought jogging would require too much discipline, take too much time, and make them too tired. Joggers were more likely than nonexercisers to believe that regular jogging would have positive effects, and joggers evaluated being in good physical and mental condition more positively than nonexercisers. Nonexercisers indicated it was unlikely their referents (particularly physicians) thought they should jog regularly. The results supported the theory upon which the model was based: the relationship between the intention to jog and jogging behavior...

Influence of Attitudes, Normative Beliefs, and Situational Variables on Physicians’ use of Pharmacists as Drug information Consultants

The Fishbein Behavioral Intention Model was used as a conceptual framework to explain physicians' use of pharmacists as drug information consultants (DICs) at a Midwest teaching hospital. Questionnaires based on the Fishbein model were mailed to 405 physicians practicing in a teaching hospital. The questionnaire explored the effects of situational variables and of physicians' attitudes and normative beliefs on the use of pharmacists as DICs. The response rate was 22.9%. Regression analysis showed the principal determinant of a physician's intention to use a DIC was the presence of a situation involving an adverse drug reaction. Physicians sought DIC services strictly for their functional benefits. The findings indicated that physician acceptance of DICs can be increased by documenting the benefits of DIC services, and by increasing pharmacist accessibility in the patient-care setting. Comprehensive theroretical frameworks with the Fishbein model can be used to explain and predict physician interaction with DICs and to develop strategies for altering physician behavior.

Planning Public Service Advertising Messages: An Application of the Fishbein Model and Path Analysis

Abstract This paper applies Fishbein's Behavioral Intention model and path analysis to the subject of message content assessment. Using a pre-test - post-test experimental design, two groups of subjects were presented with a belief message and an evaluative message—one message type for each group. The Fishbein model was used as a framework to measure message response. The influence of the framework components (Fishbein model) were calibrated using path analysis. The results of the study indicated that the evaluative message was the most effective and that the subjective norm component of the Fishbein model had the most influence.

Testing variations of Fishbein's behavioral intention model within a consumer behavior context.

Testing variations of Fishbein's behavioral intention model within a consumer behavior context.

Testing variations of Fishbein's behavioral intention model within a consumer behavior context.

Testing variations of Fishbein's behavioral intention model within a consumer behavior context.

An Empirical Test of the Fishbein Behavioral Intention Model

The theoretical antecedents and predictive validity of the Fishbein Behavioral Intention Model are examined with housewives' responses to a questionnaire and one measure of actual behavior in the context of nationally-advertised brands of toothpaste as the data base.