Fishbein model

The Fishbein model is a behavioral model used to predict how people will act in certain situations. It is based on the idea that an individual's attitude is influenced by beliefs about the attractiveness of an outcome or behavior, and the strength of their motivation to act on those beliefs. The model states that behavior is determined by the strength of an individual's attitude towards a specific behavior, multiplied by the individual's belief in their ability to execute that behavior. The strength of the attitude is determined by the individual's beliefs about the potential outcomes of the behavior, and the strength of the individual's motivation is determined by the individual's perception of the attractiveness of the potential outcomes.

Fishbein model of consumer behaviour (also called theory of planned behavior or theory of reasoned action) attempts to explain the rationality of choice of the product by the consumer by using measure of his overall attitude towards object. This model helps to understand consumer decision making process and suggest different ways to influence it.

Example of Fishbein model

The Fishbein model can be illustrated with an example. Let's say an individual is deciding whether to go to the gym. The individual's attitude towards going to the gym will be determined by their beliefs about the potential outcomes of the behavior. For example, they may believe that going to the gym will make them healthier, more attractive, and more confident. The strength of their motivation to act on these beliefs will be determined by the individual's perception of the attractiveness of the potential outcomes. In this case, the individual may perceive the outcomes as highly attractive and be highly motivated to go to the gym. The model can be expressed as:

Behavior (going to the gym) = Attitude Strength (the individual's beliefs about the potential outcomes of the behavior) x Motivation Strength (the individual's perception of the attractiveness of the potential outcomes)

Thus, if the individual has strong beliefs about the potential outcomes of going to the gym and perceives these outcomes as highly attractive, they are likely to go to the gym. On the other hand, if the individual's beliefs about the potential outcomes of going to the gym are weak and/or they don't perceive the outcomes as attractive, they are unlikely to go to the gym. Therefore, the Fishbein model can be used to predict how an individual will behave in a given situation.

Description of Fishbein Ajzen model variables

Fishbein model distinguishes three basic variables:

• customer attitude towards particular object ($A_{o}$),
• beliefs that this object has certain attributes (benefits, values, features), it is result of prior knowledge, advertising, etc. ($B_{i}$).
• subjective evaluation of this attributes and positive outcomes, benefits from acquiring this object ($E_{i}$).

Symbolically, above variables can be presented in following formula: $A_{o}=\sum _{i=1}^{n}B_{i}E_{i}$

Attitude of the customer leads to particular behavioural intentions towards object (products, people, companies, and other things about which people hold their beliefs and attitudes). This behavioural intentions usually proceeds particular action (most important for marketers is off course action of buying product from particular company).

Formula of Fishbein model

The Fishbein model can be summarized as a mathematical formula: Behavior = Attitude Strength x Motivation Strength. This equation expresses the idea that an individual's behavior is determined by the strength of their attitude towards a particular behavior, multiplied by their motivation to act on those beliefs. In other words, if an individual has an extremely positive attitude towards a behavior, but a very low motivation to act on those beliefs, the resulting behavior will likely be low. Conversely, if an individual has a very positive attitude towards a behavior, but a very high motivation to act on those beliefs, the resulting behavior will likely be high.

The Fishbein model also takes into account the individual's beliefs about the potential outcomes of the behavior. These beliefs can be positive or negative, and can influence the individual's attitude towards the behavior. For example, if an individual believes that the outcome of a behavior will be negative, they may be less likely to engage in the behavior. Conversely, if an individual believes that the outcome of a behavior will be positive, they may be more likely to engage in the behavior. This can be seen in the following equation: Attitude Strength = Beliefs about Outcomes x Motivation Strength.

Finally, the Fishbein model also takes into account the individual's perception of the attractiveness of the potential outcomes. If an individual perceives the potential outcomes of a behavior to be attractive, they may be more likely to engage in the behavior. Conversely, if an individual perceives the potential outcomes of a behavior to be unattractive, they may be less likely to engage in the behavior. This can be seen in the following equation: Motivation Strength = Perception of Attractiveness x Beliefs about Outcomes.

When to use Fishbein model

Fishbein model is an especially useful tool for predicting behavior when the desired outcome is not necessarily always desirable. It can be used to understand why people may engage in activities that are not in their best interest, such as smoking, drinking, or drug use. It can also be used to understand why people may engage in activities that are in their best interest, such as exercising, saving money, or studying. The Fishbein model can also be used to understand why people may not engage in activities that are in their best interest, such as quitting smoking, stopping drinking, or abstaining from drug use.

In summary, the Fishbein model is a useful tool for predicting behavior in a variety of contexts. It can be used to understand why people do or don't do certain things, and can help to plan marketing strategies, public health campaigns, and other interventions. It is based on the idea that an individual's attitude is influenced by beliefs about the potential outcomes of a behavior, and the strength of their motivation to act on those beliefs. The model can be expressed mathematically as: Behavior = Attitude Strength x Motivation Strength.

Types of Fishbein model

The Fishbein model is based on two main types of attitude: cognitive and affective. Cognitive attitudes are based on beliefs about the potential outcomes of a behavior, while affective attitudes are based on feelings about the potential outcomes of a behavior.

• Cognitive attitudes: Cognitive attitudes are based on beliefs about the potential outcomes of a behavior. These beliefs can be formed through personal experience or by observing others.
• Affective attitudes: Affective attitudes are based on feelings about the potential outcomes of a behavior. These feelings can be positive or negative and can be based on personal experience or by observing others.

Extended Fishbein Ajzen attitude model

Fig. 1. Extended Fishbein Ajzen model of consumer behaviour

This version of model is often called: Theory of Reasoned Action and includes following variables:

• overt behaviour (act of actual purchase) towards object (product, service, company),
• behavioural intentions resulting from attitudes and beliefs $B_{i}$,
• attitude about particular behaviour $A_{b}=b_{i}e_{i}$, where $b_{i}$ - beliefs about consequences of this particular behaviour, and evaluation of this consequences $e_{i}$.
• subjective norms professed by customer $SN=NB_{j}MC_{j}$, where $NB_{j}$ are normative beliefs, stemming from social learning, family, etc. (what other thinks about behaviour, object) and $MC_{j}$ represents customer motivation to comply to this social norms and pressures.
• subjective weights assigned by customer to above mentioned components of the model ($w_{1},w_{2}$)

Symbolically, extended Fishbein Ajzen model can be presented as on fig. 1. and using following formula:

$B\approx B_{i}=w_{1}A_{b}+w_{2}SN$

Steps of Fishbein model

The Fishbein model outlines four steps for predicting behavior:

• Identify the target behavior: The first step is to identify the specific behavior that is to be studied. This can be any behavior, from making a purchase to participating in a physical activity.
• Identify relevant beliefs: Once the target behavior has been identified, the next step is to identify the beliefs that influence the individual's attitude towards the behavior. These beliefs can include the perceived outcomes of the behavior, the perceived difficulty of performing the behavior, or the perceived social norms associated with the behavior.
• Measure the strength of the beliefs: Once the relevant beliefs have been identified, the next step is to measure the strength of those beliefs. This can be done through surveys, interviews, or other methods.
• Calculate the strength of the attitude: Finally, the attitude strength can be calculated by multiplying the strength of each belief with the individual's motivation to act on those beliefs. This is done by multiplying the strength of each belief with the individual's perception of the attractiveness of the potential outcomes of the behavior.

Advantages of Fishbein model

The Fishbein model has several advantages that make it useful in a variety of contexts. The model's use of both attitude strength and motivation strength allows for a more detailed understanding of why people may engage in certain behaviors. Furthermore, the model takes into account both the individual's beliefs about the potential outcomes of the behavior, as well as their perception of the attractiveness of those outcomes. This helps to create a more accurate prediction of behavior, as it takes into account both cognitive and emotional factors. Additionally, the model is applicable to both individual and group behaviors, making it a valuable tool for understanding behavior in a variety of contexts.

Limitations of Fishbein model

Despite its usefulness, the Fishbein model has several limitations. Firstly, it assumes that the individual's attitude and beliefs are static and unchanging, which overlooks the fact that people can change their attitudes and beliefs over time. Secondly, the model does not account for the effect of contextual factors, such as the presence of peers or other social influences, on an individual's behavior. Finally, the model does not provide any insight into why an individual holds certain beliefs or attitudes.

Despite these limitations, the Fishbein model is still a useful tool for predicting and understanding behavior. It provides an effective framework for analyzing and predicting behavior in a variety of contexts and can help to plan marketing strategies, public health campaigns, and other interventions.

Other approaches related to Fishbein model

In addition to the Fishbein model, there are several other approaches related to predicting behavior. These include:

• The Theory of Planned Behavior: This theory states that behavior is determined by an individual's attitudes, subjective norms, and perceived behavioral control. Attitudes refer to the individual's evaluation of the behavior, subjective norms refer to the individual's perception of the expectations of relevant social groups, and perceived behavioral control refers to the individual's perception of their ability to execute the behavior.
• The Health Belief Model: This model states that an individual's behavior is determined by their perceived susceptibility to a health threat and their perceived severity of the health threat, as well as the perceived benefits and costs of taking action to reduce the health threat. This model is often used to understand why individuals don't engage in health-promoting behaviors.
• Social Cognitive Theory: This theory states that behavior is determined by the individual's cognitions, environment, and the individual's own behavior. It states that behavior is influenced by the individual's beliefs, attitudes, and expectations, as well as the environment in which the behavior occurs.

Fishbein model — recommended articles

Theory of reasoned action — Consumer decision making process — Hierarchical regression analysis — Factors influencing consumer behaviour — Consumer buying behaviour — Contribution analysis — Expected utility theory — Hierarchy of effects model — Behavioral theory

References

• Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological bulletin, 84(5), 888.
• Ajzen, I., & Fishbein, M. (1973). Attitudinal and normative variables as predictors of specific behavior. Journal of personality and Social Psychology, 27(1), 41.
• Fishbein, M., & Ajzen, I. (1972). 23.020172.002415 Attitudes and opinions. Annual review of psychology, 23(1), 487-544.
• Theory of reasoned action on Wikipedia.

Author: Krzysztof Wozniak