Finishing time:2015/11/9 16:27:00 Announcer:TRISEARCHER
U&A Research Method (Usage and Attitude Method)
During the actual research process, we usually adopt the methods of Fishbein Model and ideal-point model.
What is the Fishbein Model?
The Fishbein Model is the most well-known test model. Fishbein came up with the model in 1963, which is also known as Multi-Attribute Decision-Making Model. It’s claimed that the attitude of some object or behavior is decided by the following two factors: (1) The attitude consumers have towards the purchased product, i.e. self-cognition; (2) The attitude consumers presume other people would have towards the product, i.e. conformity psychology. The model was originated from US, and now is widely adopted as an explanation method towards purchasing behavior.
According to the Fishbein Model, the quantitative evaluation of consumers towards a certain product is: Sum of the product of significant feature and evaluation value.
The three variables of the model are:
Analysis of Fishbein Model:
The mathematic formula of the model is:
The value of Fishbein Model
What the Fishbein Model reveals is that human’s emotion, though under unconscious state at times, is strongly correlated with human behavior. The explicit behavior is dependent on one’s intention, which is also directly driven by the emotion (attitude). There’d be no consuming behavior without emotion.