The base premise of the Fishbein model is that a consumer's overall attitude about a brand is determined by a weighted average calculation of the importance of each of their ________ for each product attribute.
A) emotions
B) determining dimensions
C) salient beliefs
D) understandings

Question

Quizplus · Accepted Answer

The Fishbein model posits that a consumer's overall attitude towards a brand is determined by a weighted average of their salient beliefs regarding each attribute of the product. These beliefs reflect the perceived presence of attributes and the evaluation of these attributes.

The Base Premise of the Fishbein Model Is That a Consumer's