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Attitude Models & Their Applications (Scales (Graphic Rating Scales,…
Attitude Models
& Their Applications
Relationship
Beliefs
Cognitions
Attitudes
Beliefs + Knowledge
Behaviours
Attitude Components
Affective
Feelings & Emotions
Cognitive
Knowledge & Awareness
Behavioural
Actions
Rating & Measurement
Scaling
Measure intensity of abstract attitudes
Rating
Quantitative score of characteristic
Ranking
Ordinal score of characteristic
Sorting
Sort items into categories
Choice
Select alternatives
Category Scales
Yes/no, agree/disagree
Scales
Graphic Rating Scales
Itemised Rating Scales
Rank Order Scales
Paired Comparisons
Constant Sum Scales
Semantic Differential Scales
Stapel Scale
Likert Scale
Multi Attribute
Models
Three Components
Basic Models
Attributes
Beliefs
Importance Weights
Fishbein Model
Three Components
Salient
Clear Beliefs
Object Attribute Linkages
Probability object has
important attribute
Evaluation of Attributes
Of important attributes
Fishbein Model
Attitude Score
Customer belief about
presence of attribute x by
Weight given to attribute
by customer =
Theory of Reasoned
Behaviour
Beliefs
Attitudes
Intentions
Behaviours
Theory of Planned
Behaviour
Attitude
Subjective Norms
Intentions
Behaviour
Perceived Behaviour
Control