First experiences with Fishbein theory and survey methods

Author: J. Bruce


Within this paper I will be concerned with two specific aspects of evaluating this particular Fishbein study: A) Does the theory work? is there a clear relationship between the measures taken and behavioural intention? For if there is we can isolate and assess the worth of contributory components; B) Is it useful? Does it contribute or is it likely to contribute to advertising or marketing planning?

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