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Bradley, Ute B. (1981) The prediction and understanding of consumer purchase decisions: applying the Fishbein model to certain marketing issues. Doctoral thesis, City of London Polytechnic.
In the fields of social psychology Martin Fishbein has developed the 'theory of reasoned action'. A literature search was undertaken in both social psychology and marketing which revealed that the theory has been widely tested in social psychology, but to a much lesser extent in its marketing application. In particular, the marketing applications indicated many gaps in methodology largely due to constraints imposed by time, money and the need for confidentiality of the results; all of which have provided few opportunities to evaluate the model consistently.
The present investigation therefore had four main aims:
(i) to apply the model to real marketing problems amongst large and representative groups of consumers, paying particular attention to the operational application of all elements of the model and making improvements to this methodology wherever possible.
(ii) To apply the model consistently over several markets. To achieve this, marketing companies were sought, which had problems for which Fishbein methodology was appropriate and three markets were covered.
(iii) To extend the model to seek improvements in predictability. Two measures of Behaviour and Confidence were added.
(iv) To explore the differences in marketing advice which would result from a comparison between
- the standard Fishbein analyses
- methods commonly used by marketing researchers today (e.g. mean scores and association data) and
- alternative analyses (e.g. stepwise regression and multivariate techniques) applied to the data which had been collected for the standard Fishbein analyses.
The thesis is organised as follows: Chapter 1 covers the research design in relation to the four aims of the study; Chapter 2 deals with the theoretical basis of the research; Chapter 3 discusses the elicitation part of the model fully, particularly as advances in methodology were made here; Chapter 4 covers the analyses of the predictive power of the standard Fishbein model and Chapter 5 its diagnostic implications; Chapter 6 tests the alternative analyses taking the research beyond the standard Fishbein model and Chapter 7 draws conclusions and indicates further worthwhile areas of research.
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