A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of its client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research?
A) the age and income of the average customer
B) the social class and the income of the average customer
C) an attitude-tracking program
D) the influence of an individual's attitude toward the act of buying

Question

Quizplus · Accepted Answer

The extended Fishbein model, also known as the Theory of Reasoned Action, adds the component of the influence of an individual's attitude toward the act of buying, which includes the subjective norms or the perceived social pressure to perform or not perform the behavior.

A Research Firm Was Using Fishbein's Model to Measure Attitudes