Abstract:
In this paper we would like to: 1) initially show some examples of the results we have obtained using the model, indicating the various degrees of success and failure we have achieved; 2) briefly discuss some of the factors which TNA has found critical (i.e. variations in the application which can and do substantially affect the results); 3) finally, go on to indicate some of the conclusions we have come to in order to make our Fishbein results more reliable, and we believe more meaningful to advertisers .
This could also be of interest:
Research Papers
First experiences with Fishbein theory and survey methods
Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: J. Bruce
 
June 15, 1971
Research Papers
A brief critique of the Fishbein and other attitude models
Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Colin McDonald
 
June 15, 1971
Research Papers
Comments on subsidiary papers in Fishbein section
Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality
Author: Mary Tuck
 
June 15, 1971
