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First experiences with Fishbein theory and survey methods

Date of publication: June 15, 1971

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: J. Bruce

Abstract:

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?

J. Bruce

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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

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Citation

McDonald, C. (1971a, June 15). A brief critique of the Fishbein and other attitude models. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/a-brief-critique-of-the-fishbein-and-other-attitude-models


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

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Citation

Tuck, M. (1971a, June 15). Comments on subsidiary papers in Fishbein section. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/comments-on-subsidiary-papers-in-fishbein-section


Research Papers

Consequences of applying the Fishbein model to advertising planning

Catalogue: Seminar 1971: Translating Advanced Advertising Theories Into Research Reality

Author: A. B. Cowling

Company: KANTAR TNS Malaysia

June 15, 1971

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Citation

Cowling, A. B. (1971a, June 15). Consequences of applying the Fishbein model to advertising planning. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning


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Citation

Bruce, J. (1971a, June 15). First experiences with Fishbein theory and survey methods. ANA - ESOMAR. Retrieved May 13, 2025, from


https://ana.esomar.org/documents/consequences-of-applying-the-fishbein-model-to-advertising-planning