An Evaluation of the Expectancy Value Model of Attitude Measurement for Physician Prescribing Behavior
Open Access
- 1 August 1974
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 11 (3) , 269-278
- https://doi.org/10.1177/002224377401100305
Abstract
Presented are findings from research using expectancy value and normative belief measures to predict physician drug brand preference and purchases. Physician prescribing using group depth interviews, attitude instruments, and prescribing panel data were used to test the Fishbein behavioral intentions model. Extensions to the model are presented for marketing applications.Keywords
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