Abstract:

My approach to the Fishbein model and other models in this paper is going to be critical to a certain extent. I would like to make clear that this is not to be taken for condemnation. The Fishbein model does indeed provide some very useful insights (it has certainly stimulated us to some constructive thought) and there are certain research purposes, for which it is very suitable. I still find, however, that I cannot accept the psychological universality which Mary Tuck claims for the Fishbein model, and in particular I am not convinced that it accounts adequately for the persuasion process which we are interested in at this seminar.