The key assumption in Fishbein's multiattribute attitude model is that:
A) attitudes create salient beliefs.
B) evaluations of salient beliefs cause overall attitudes.
C) salient beliefs are uniform and stable.
D) consumers engage in attitudinal calculus prior to purchase.
E) consumers are totally rational decision-makers.

Question

Quizplus · Accepted Answer

Fishbein's multiattribute attitude model assumes that attitudes are formed based on evaluations of salient beliefs, which are beliefs that are relevant to the attitude object and come to mind easily. The model proposes that individuals consider the beliefs about an attitude object that are most salient to them, evaluate these beliefs, and then combine these evaluations into an overall attitude. Therefore, the evaluation of salient beliefs causes overall attitudes, which is the key assumption in the model.

The Key Assumption in Fishbein's Multiattribute Attitude Model Is That