The Vector Model of Preferences: An Alternative to the Fishbein Model
Open Access
- 1 February 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (1) , 52-59
- https://doi.org/10.1177/002224377501200108
Abstract
This article proposes and tests a new model of preferences. Based on certain assumptions in the Fishbein model unacceptable to the author a new model is developed which does not rely on these assumptions.Keywords
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