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The Extended Fishbein Model

The document summarizes an application of the Extended Fishbein Model to calculate the behavioral intent (BI) of two brands, A and B, for a person named Betsy. It finds that Betsy's BI is much higher for Brand A (7.8) than for Brand B (-4), corresponding to Brand A's higher sales compared to other brands in the market.

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I Nyoman Sujana Giri
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156 views1 page

The Extended Fishbein Model

The document summarizes an application of the Extended Fishbein Model to calculate the behavioral intent (BI) of two brands, A and B, for a person named Betsy. It finds that Betsy's BI is much higher for Brand A (7.8) than for Brand B (-4), corresponding to Brand A's higher sales compared to other brands in the market.

Uploaded by

I Nyoman Sujana Giri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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The Extended Fishbein Model

1.

A(Act)a = (-3x2)+(2x3)+(-3x-3)=9 SN(Act)a= (3x2)+(1x0)=6 BI a= 0,6(9)+0,4(6)= 7,8

A(Act)b = (2x2)+(-2x3)+2x-3)=-8 SN(Act)b= (1x2)+(3x0)=2 BI b=0,6(-8)+0,4(2)=-4

2. Weve learned that Behavioral Intent of Betsy toward brand A is far higher than brand B. There is
no surprise to betsys answers because the result correlate positively with sales number of brand
A that have been outpacing other brands in the market.

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