ࡱ> !` ])bjbj\\ >>I | \(Ȏގގގr#f$  $@h/y0#yy/ގr Dեեեyގr եy եեեr 00{gS6եͪ< Z0եեեuXZ@ե[4//4yyyy\(\(\(Cl\(\(\(l0d@ An Example of the Original Fishbein Attitude Model (based on lecture material)  Ao = biei where, Ao = Attitude toward the object (brand) bi = belief about the brands possession of the attribute ei = evaluation of the attribute as being good or bad n = there are a limited number (n) of attributes which the person will consider The following asks a consumer to evaluate these attributes for luxury cars: Attribute:Sporty StylingGood Handling/RideHigh CostGreat AccelerationLow Repair Frequency Use the numbers from the following scale to evaluate each characteristic of luxury cars. Neither Good Extremely Moderately Slightly nor Slightly Moderately Extremely Good Good Good Bad Bad Bad Bad +3 +2 +1 0 -1 -2 -3 The consumer provides the following responses, which represent ei (an evaluation of the attribute as being good or bad) AttributeRating (ei)Sporty Styling+3Good Handling/Ride+3High Cost-1Great Acceleration+3Low Repair Frequency+1 We then ask the consumer to rate three brands of interest to determine whether the consumer believes each brand possesses each attribute (the bi). Use the following scale to how likely it is that each luxury card brand possesses the characteristic. Neither Likely Extremely Moderately Slightly nor Slightly Moderately Extremely Likely Likely Likely Unlikely Unlikely Unlikely Unlikely +3 +2 +1 0 -1 -2 -3 AttributeMercedes SLKPorsche 911CorvetteSporty Styling+3+3+2Good Handling/Ride+2+3+2High Cost+3+3+2Great Acceleration+1+3+2Low Repair Frequency-1-2+2 To calculate the consumers attitude about each brand of car using the Original Fishbein Attitude Model, multiply the attribute evaluations time the brands rating and sum for each brand:  Ao = biei AttributeRating (ei)Mercedes SLK (bi)biei for MercedesPorsche 911 (bi)biei for PorcheCorvette (bi)biei for CorvetteSporty Styling+3+3+2+2Good Handling/Ride+3+2+3+2High Cost-1+3+3+2Great Acceleration+3+1+3+2Low Repair Frequency+1-1-2+2Ao = Did you get the following Attitude scores? Mercedes SLK = 14 Porsche 911 = 19 Corvette = 18 Click here to download a spreadsheet with the calculations  HYPERLINK "http://www.personal.kent.edu/%7Elmarks/MKTG35035/attitudeexample.xls" http://www.personal.kent.edu/%7Elmarks/MKTG35035/attitudeexample.xls An Example of the Extended Fishbein Attitude Model (the Theory of Reasoned Action) This material is covered in the class lecture and the basics are in the text (see pages 246 and 247). The Extended Fishbein Model is:  B BI = w1Ab + w2 SN where, B is Overt Behavior (e.g., the purchase), which is approximately equal to BI or Behavioral Intentions, and Ab = Attitude about the behavior (the act of purchasing a brand, for example) = biei (beliefs about the consequences of the behavior; evaluation of those consequences as good or bad), and SN represent Subjective Norms, or  SN = NBj x MCj NB are normative beliefs (what we think others would want us to do), MC represents our motivation to comply with their wishes Finally, w1 and w2 represent the weight given the Ab and SN components. Lets assume we are interested in evaluating consumers attitudes about laptop computers. We determine that the relevant factors that influence purchase are Provides Good Support, Screen Size, Weight, Battery Life, and Price. Keeping in mind the rationale behind the Fishebein Extended Model, we ask the consumer to think about purchasing a laptop for the Fall semester. First, we establish the ei scores: Please use the numbers from the following scale to evaluate each of the following consequences of buying a laptop computer for the Fall semester: Neither Good Extremely Moderately Slightly nor Slightly Moderately Extremely Good Good Good Bad Bad Bad Bad +3 +2 +1 0 -1 -2 -3 ConsequenceRating (ei scores)Provides Good Support+3Has a 16 screen-1Does not weigh more than 5 pounds+2Has a battery that lasts at least 4 hours+1Costs less than $1000+3NOTE: Each of the above statements is a CONSEQUENCE of buying the laptop. So, the respondent is providing you with an evaluation of the consequences as being "good" or "bad." Next, we determine whether the consumer feels brands of interest to us will or will not provide the consequences of interest (the bi scores). Please use this scale to indicate how likely it is that buying each laptop will give you the results indicated. Neither Likely Extremely Moderately Slightly nor Slightly Moderately Extremely Likely Likely Likely Unlikely Unlikely Unlikely Unlikely +3 +2 +1 0 -1 -2 -3 Buying the _____________ laptop for this Fall semester will: ConsequenceHP PavillionIBM/Lenovo Think PadDell XPSProvide Good Support+2+1+3Give me a 16 screen-1-2+1Not weigh more than 5 pounds+2+3+2Give me a battery that lasts at least 4 hours+1+2+2Cost less than $1000+1+2-3 NOTE: The respondent is now providing you with an indication of his or her beliefs about the consequences of buying each laptop this Fall. Next, we want to determine the social influences on the purchase. We would need to know who the consumer would likely be influenced by in order to ask these questions. Please use this scale to indicate how each person feels about you taking each vacation: +3 +2 +1 0 -1 -2 -3 Definitely Probably Might No Might Probably Definitely Should Should Consider Opinion Not Should Should Not Not Buying the following brand of laptop for this Fall semester: HP IBM/Lenovo Dell XPS Pavillion Think Pad Roommate __+2_ __+1_ __+3__ Special Friend __-1_ __+2_ __+3__ Dad __+1_ __+3_ __-2__ Note: The above scores are the NBs (the Normative Beliefs) Now, we see how motivated to comply they are with each person How much do you want to do what each person thinks you should do? Not at all Slightly Moderately Strongly 0 1 2 3 Roommate ___+1_ Special Friend ___+3_ Dad ___+2_ Note: These are the MCs (the Motivation to Comply) Finally, we need to obtain an indication of how much weight to put on each factor. In a research study, these would be beta weights from a regression analysis. For this example, we ask the following question: When people purchase laptop computers, there are two important influences on their decision about what laptop to buy. What they personal think about each laptop, and what people who are important to them think. Please divide 100 points between these two factors to indicate their importance in your decision about what trip to buy (e.g., 80-20, 35-65, 50-50, etc.) My own beliefs _____ Other peoples' beliefs _____ For this example, lets assume that person responds .8 for their own beliefs and .2 for other peoples. You now have all the information you need to calculate the Behavioral Intentions score for the consumer.   Ab= biei and SN = NBj x MCj Calculate Ab ConsequenceRating (ei)HP Pavillionbiei for HPIBM/Lenovo Think Padbiei for IBMDell XPSbiei for DellProvide Good Support+3+2+1+3Give me a 16 screen-1-1-2+1Not weigh more than 5 pounds+2+2+3+2Give me a battery that lasts at least 4 hours+1+1+2+2Cost less than $1000+3+1+2-3Ab = Calculate SN: MCHP Pavillion NBNB*MC for HPIBM/Lenovo Think Pad NBNB*MC for IBMDell XPS NBNB*MC for DellRoommate+1+2+1+3Special Friend+3-1+2+3Dad+2+1+3-2SN = Calculate the BI score W1AbW1*AbW2SNW2*SNBI = Sum of W1*Ab and W2*SNHP PavillionIBM/Lenovo Think Pad Dell XPS  EMBED Equation.3  n i=1 i=1 n  EMBED Equation.3   EMBED Equation.3  j=1 m  EMBED Equation.3  i=1  EMBED Equation.3  B BI = w1Ab + w2 SN n  EMBED Equation.3   EMBED Equation.3  i=1 n j=1 m  EMBED Equation.3  OQRS\]^_`L S h j l w z    V W X Y ] 󤮗xxxxxxkkkkh=1hOJQJ^JhCJOJQJ^JaJ hhCJOJQJ^JaJhhOJQJ^Jh=1OJQJ^JhOJQJ^Jh=1hH*OJQJ^Jh=1H*OJQJ^Jh=1h=1H*OJQJ^J&jhOJQJU^JmHnHuh=1h=1OJQJ^J*OR`ak M i j k $Ifgd &dPgd=1 ^`gdgd=1$a$gd=1I(\) jkdO$$Ifl  t0644 layt $Ifgd=1jkd$$Ifl  t0644 layt jkd$$Ifl  t0644 layt $Ifgd=1   jkd<$$Ifl  t0644 layt $Ifgd=1jkd$$Ifl  t0644 layt    jkd$$Ifl  t0644 layt $Ifgd=1  y z   }}q $$Ifa$gdS @ ^@ `gdgdgd=1jkd$$Ifl  t0644 layt     L M V \ g k | }  *=GQ[nxUε hhCJOJQJ^JaJhCJOJQJ^JaJhH*OJQJ^JhhOJQJ^Jh=1hH*OJQJ^Jh=1hOJQJ^JhOJQJ^J8 ul $IfgdS}kd)$$Ifl0   t0644 laytS $$Ifa$gd xl $$Ifa$gd $IfgdS}kd$$Ifl0   t0644 laytS xl $$Ifa$gd $IfgdS}kd$$Ifl0   t0644 laytS xl $$Ifa$gd $IfgdS}kd.$$Ifl0   t0644 laytS  xl $$Ifa$gd $IfgdS}kd$$Ifl0   t0644 laytS      % u ||||wwjjwww @ ^@ `gdgdgd=1}kd$$Ifl0   t0644 laytS >kd3$$Ifl\:," t0644 layt $$Ifa$gd $$Ifa$gdSgd #&)*=@CFkd$$Ifl\:," t0644 layt $$Ifa$gd $IfgdSCFGQTWZOF $IfgdSkd$$Ifl\:," t0644 layt $$Ifa$gdZ[nqtw[RFFF $$Ifa$gd $IfgdSkdh$$Ifl\:," t0644 laytwx[RFFF $$Ifa$gd $IfgdSkd$$Ifl\:," t0644 laytUWdef[VVVVVVVgdkd6$$Ifl\:," t0644 laytUVW`abcdfyz%&Ǽ⫙}h$%CJOJQJ^JaJhCJOJQJ^JaJ#hhCJH*OJQJ^JaJ hhCJOJQJ^JaJhH*OJQJ^Jh=1hH*OJQJ^Jh=1hOJQJ^JhOJQJ^J&jhOJQJU^JmHnHu1fp| $$Ifa$gdS kd$$Iflִ 8}bG,"FF888 t06    44 layt $$Ifa$gdS $IfgdSkdb$$Iflִ 8}bG,"FF888 t06    44 layt !$% $$Ifa$gdS $IfgdS%&kd'$$Iflִ 8}bG,"FF888 t06    44 layt&0367:;>? $$Ifa$gdS $IfgdS&?@bc ?@AM.ηέ~obh=1h=1OJQJ^Jho:ph!:0JOJQJ^J'j ho:ph!:OJQJU^Jh!:h!:OJQJ^Jjh!:OJQJU^Jh!:OJQJ^Jh!:h$%OJQJ^Jh^OJQJ^Jh$%OJQJ^Jh=1hOJQJ^JhOJQJ^J hhCJOJQJ^JaJ"?@kd$$Iflִ 8}bG,"FF888 t06    44 layt@SVYZ]^ab $$Ifa$gdS $IfgdSbckd $$Iflִ 8}bG,"FF888 t06    44 laytcx{~ $$Ifa$gdS $IfgdSkdv $$Iflִ 8}bG,"FF888 t06    44 layt $$Ifa$gdS $IfgdSkd; $$Iflִ 8}bG,"FF888 t06    44 layt@/0,MN  /1DEgd^gd=1$a$gd=1gd./ +2GLMNOPQTo*/078Dٻ٭٭٭ٟϟϋ}ٟ٭٭ٟٟϟϻhSh^H*OJQJ^J&jhSOJQJU^JmHnHuh^h^6OJQJ^Jh^h^H*OJQJ^J&jh^OJQJU^JmHnHuh^OJQJ^Jh^h^OJQJ^Jh=1h=1OJQJ^Jh=1hhAOJQJ^J1DEL] =öÛÊ||||||||k|k hShSCJOJQJ^JaJhSCJOJQJ^JaJ hhSCJOJQJ^JaJhhSOJQJ^JhShSH*OJQJ^JhShSOJQJ^JhSOJQJ^Jh^h^H*OJQJ^Jh^h^6OJQJ^Jh^h^OJQJ^Jh^OJQJ^J* ;<=EJ $$Ifa$gdS $IfgdS @ ^@ `gdSgdS &dPgdSgd^JL%KORZ] "#ܜ΋΋΋΋΋΋΋΋΋΋΋΋΋΋΋΋ hhSCJOJQJ^JaJhhSOJQJ^JhShSH*OJQJ^JhSOJQJ^JhShSOJQJ^JhSCJOJQJ^JaJ hShSCJOJQJ^JaJ#hShSCJH*OJQJ^JaJ6xl $$Ifa$gdS $IfgdS}kd $$Ifl0,"LL t0644 laytS'*xl $$Ifa$gdS $IfgdS}kd $$Ifl0,"LL t0644 laytS*+MPxl $$Ifa$gdS $IfgdS}kd7$$Ifl0,"LL t0644 laytSPQ{~xl $$Ifa$gdS $IfgdS}kd$$Ifl0,"LL t0644 laytS~xl $$Ifa$gdS $IfgdS}kd$$Ifl0,"LL t0644 laytSJKLKOZd|o|o|||bb| @ ^@ `gdS &dPgdSgdS}kd<$$Ifl0,"LL t0644 laytS !"#`abn{ $$Ifa$gdS $IfgdSgd=1 &dPgdSgdS #CZ`aVW(+56efy|6s    ! $ % ( * , 3 6 E I S U X Y Z ^ ` b c ŶŶhS>*CJOJQJ^JaJ#hShS>*CJOJQJ^JaJhSOJQJ^JhSCJOJQJ^JaJ hShSCJOJQJ^JaJHFFF $$Ifa$gdS $IfgdSkd$$Ifl\ ,"u h t0644 laytSFFF $$Ifa$gdS $IfgdSkd$$$Ifl\ ,"u h t0644 laytSFFF $$Ifa$gdS $IfgdSkd$$Ifl\ ,"u h t0644 laytS-036[RFFF $$Ifa$gdS $IfgdSkdF$$Ifl\ ,"u h t0644 laytS67LORU[RFFF $$Ifa$gdS $IfgdSkd$$Ifl\ ,"u h t0644 laytSUVW[VQQDQQ &dPgdSgdSgd=1kdh$$Ifl\ ,"u h t0644 laytS:6s. c d &!'!\!!!!!!! &dPgdS ^`gdSgdS &!'!~!!!!!!!!!!!!!!""">#D#X#a#r#x#$$$$$W%X%Y%Z%[%\%]%^%_%ᗃvhhShSH*OJQJ^Jh^hSOJQJ^J&jhSOJQJU^JmHnHujhSUmHnHu.jhSCJOJQJU^JaJmHnHu#hShS5CJOJQJ^JaJ#hShS>*CJOJQJ^JaJhSCJOJQJ^JaJ hShSCJOJQJ^JaJ'!""""F$G$$$$$U%V%Y%Z%]%%%%%%%%%%%% $$Ifa$gdSgdS &dPgdS_%e%f%g%h%o%u%w%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%&&&&"&#&$&?&@&C&D&G&H&I&l&m&p&q&t&u&ƾƺͩͩͩͩͩͩͩͩͩͩͩͩͩͩͩͩ#hhSCJH*OJQJ^JaJ hhSCJOJQJ^JaJhShShSH* hShShSCJOJQJ^JaJh^hSOJQJ^Jh^hSH*OJQJ^JhSOJQJ^J;%%%% $$Ifa$gdS%%kd$$IflִG a,"pj%$ t06    44 laytS%&&&&&&"&#& $$Ifa$gdS $IfgdS#&$&kd$$IflִG a,"pj%$ t06    44 laytS$&9&<&?&@&C&D&G&H& $$Ifa$gdS $IfgdSH&I&kd$$IflִG a,"pj%$ t06    44 laytSI&f&i&l&m&p&q&t&u& $$Ifa$gdS $IfgdSu&v&kd$$IflִG a,"pj%$ t06    44 laytSu&v&&&&&&&&&&&&&&&&&&&&&&&&&&' ' '','/'0'='F'I'J'X'f'g'j'k''''''''''''ʼ諚舫ʼ#hShSCJH*OJQJ^JaJhShSOJQJ^JhS hShSCJOJQJ^JaJhShSH*OJQJ^Jh=1hSOJQJ^J hhSCJOJQJ^JaJhSCJOJQJ^JaJhSOJQJ^J5v&&&&&&&&& $$Ifa$gdS $IfgdS&&kd$$IflִG a,"pj%$ t06    44 laytS&&&&&&&&& $$Ifa$gdS $IfgdS&&kd$$IflִG a,"pj%$ t06    44 laytS&&&&&&&&& $$Ifa$gdS $IfgdS&&kdo$$IflִG a,"pj%$ t06    44 laytS&&&&&&&& ''#'0'>'J'Y' $$Ifa$gdS $IfgdSgdSY'Z' kdX$$Iflִ* 8.,"@} t06    44 laytSZ'c'f'i'j'm'n'q'r' $$Ifa$gdS $IfgdSr's'kdE$$Iflִ* 8.,"@} t06    44 laytSs''''''''' $$Ifa$gdS $IfgdS''kd.$$Iflִ* 8.,"@} t06    44 laytS''''''''' $$Ifa$gdS $IfgdS''kd$$Iflִ* 8.,"@} t06    44 laytS''''''''' $$Ifa$gdS $IfgdS''kd$$Iflִ* 8.,"@} t06    44 laytS'''''''''''''( $$Ifa$gdS $IfgdSgdS ''''''''''''''''''''''(-(.(H(I(J(](^(_(`(b(d(e(i(j(n(o(q(r(Ϲ|gg|)hhSB*CJOJQJ^JaJph)hhSB*CJOJQJ^JaJphj!hOphSEHUj揄H hSCJUVaJhSjhSU hShShSCJH*OJQJ^JaJ hShSCJOJQJ^JaJ#hShSCJH*OJQJ^JaJhSCJOJQJ^JaJ((( kd$$Iflִ* ,"Dk t06    44 laytS(((((((((( $$Ifa$gdS $IfgdS ((kd$$Iflִ* ,"Dk t06    44 laytS($(/(0(1(2(3(4(5(6( $$Ifa$gdS $IfgdS 6(7(kd$$Iflִ* ,"Dk t06    44 laytS7(@(A(B(C(D(E(F(G( $$Ifa$gdS $IfgdSG(H(kd $$Iflִ* ,"Dk t06    44 laytSH(I(a(b(d(e(i(j(n(o(q(r(((((((((((((( 7$8$H$gdS 7$8$H$gd^gd^ 7$8$H$gdgdgdSr(s((((((((((((((((((((((((((((ȻxcTjޟH hSCJUVaJ)hShSB*CJOJQJ^JaJph#hSB*CJOJQJ^JaJphj&hOphSEHUjqH hSCJUVaJ)h^hSB*CJOJQJ^JaJphj'%hOphSEHUj H hSCJUVaJjc#hOphSEHUj揄H hSCJUVaJhSjhSU((((((((((((())))))*)+),)-)/)0)3)4)6)7);)<)>)?)@)S)朏朂p[[)h^hSB*CJOJQJ^JaJph#hSB*CJOJQJ^JaJphj0,hOphSEHUjl*hOphSEHUjZH hSCJUVaJ)hShSB*CJOJQJ^JaJph&hSB*CJ$H*OJQJ^JaJ$ph#hSB*CJ$OJQJ^JaJ$phhSjhSUj(hOphSEHU"(((((()).)/)3)4)6)7);)<)>)?)W)X)Y)Z)[)\)])gdS 7$8$H$gdSS)T)U)V)\)]) hShShSjhSUj-hOphSEHUjqH hSCJUVaJ>PP&P1h:p / =!"#$% `!=,'7\ e:`:xcdd`` @c112BYL%bpub异iY u9%9HJ.-\`0M!I)$5dP"CXHB ; 3X?8;s`!ͯV] z5w}:@@xcdd`` @c112BYL%bpubgҸY u9%9HJ.-\`0M!I)$5dP"CXHB ; 3X?:`!B4B9:@@x=N=a}3j# $tD*Pq $$Z:GPH(+ HD%˗L|{``^D*?D"}_Q`Rܤ&9 'AeCCdI՝;޴˷F4n{d]+:oT\bEqu 068xVbiҫ_1mo6s(`|=H]~BGz3`!\DUSne:`:xcdd`` @c112BYL%bpu?@ABCDEFGHIJKLMNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz|}~Root Entry# FUgData {/WordDocument"ObjectPool% 00{gUg_1216647142F00{g00{gOle CompObjfObjInfo #&'()*.1234589:;<=>@ABCDEFGHIK FMicrosoft Equation 3.0 DS Equation Equation.39qN:  .  `&  & MathTypeSymbol ww 0w f-2 97yOlePres000 |Equation Native  6_1216648458 F00{g00{gOle   & "System f !-NANIHd   " FMicrosoft Equation 3.0 DS Equation Equation.39q``:  CompObj  fObjInfoOlePres000 |Equation Native ).  @@&&f & MathType Symbol ww 0wf-2 :y & "Systemf !-NANI Ȋ H" FMicrosoft Equation 3.0 DS Eq_1216648561F00{g00{gOle CompObjfObjInfouation Equation.39qN:  .  `&  & MathTypeSymbol ww 0wf -2 97y & "Systemf !-NANIOlePres000|Equation Native  6_1216651230F00{g00{gOle !    " FMicrosoft Equation 3.0 DS Equation Equation.39q``:  .  @@&&f & MathType CompObj"fObjInfo$OlePres000%|Equation Native +)Symbol ww 0wf%-2 :y & "Systemf% !-NANI x,T H" FMicrosoft Equation 3.0 DS Equation Equation.39q_1216651354F00{g00{gOle ,CompObj -fObjInfo/OlePres000!0|Equation Native 661TableSummaryInformation($7N:  .  `&  & MathTypeSymbol> ww 0w?f -2 97y & "System?f !-NANI   "Oh+'0A2@=,'7\ eZ `!=,'7\ e:`:xcdd`` @c112BYL%bpub异iY u9%9HJ.-\`0M!I)$5dP"CXHB ; 3X?8;sDd 0  # A2@=,'7\ e" `!=,'7\ e:`:xcdd`` @c112BYL%bpub异iY u9%9HJ.-\`0M!I)$5dP"CXHB ; 3X?8;sDd 0  # A2>ͯV] z5w}# `!ͯV] z5w}:@@xcdd`` @c112BYL%bpubgҸY u9%9HJ.-\`0M!I)$5dP"CXHB ; 3X?:ؿDd 0  # A2;B4B9h' `!B4B9:@@x=N=a}3j# $tD*Pq $$Z:GPH(+ HD%˗L|{``^D*?D"}_Q`Rܤ&9 'AeCCdI՝;޴˷F4n{d]+:oT\bEqu 068xVbiҫ_1mo6s(`|=H]~BGz3Dd vu0  # A2@\DUSne') `!\DUSne:`:xcdd`` @c112BYL%bpubgҸY u9%9HJ.-\`0M!I)$5dP"CXHB ; 3X?: $8 HT t  PAn Example of the Original Fishbein Attitude Model (based on lecture material)LMarks Normal.dotLMarks2Microsoft Office Word@@"H@"Hx՜.+,D՜.+,DocumentSummaryInformation8?CompObjJqL hp  +Kent State University:9 \ OAn Example of the Original Fishbein Attitude Model (based on lecture material) Title  8@ _PID_HLINKSAIEhttp://www.personal.kent.edu/%7Elmarks/MKTG35035/attitudeexample.xls  FMicrosoft Office Word Document MSWordDocWord.Document.89q@@@ NormalCJ_HaJmH sH tH DA@D Default Paragraph FontRi@R  Table Normal4 l4a (k(No Listj@j  Table Grid7:V06U@6 U Hyperlink >*B*phFV@F !:FollowedHyperlink >*B* ph!&)B[`c|]!   #"!'&%!&)B[`c|    ]! z z z z z z W]!fS#OR`akMijk yz  %u #&)*=@CFGQTWZ[nqtwxUWdefp| !$%&0367:;>?@SVYZ]^abcx{~  @ / 0 , M N / 1 D E   ;<=EJ'*+MPQ{~JKLKOZd!"#`abn{-0367LORUVW:6s.cd&'\FGUYZ]"#$9<?@CDGHIfilmpqtuv #0>JYZcfijmnqrs            $ / 0 1 2 3 4 5 6 7 @ A B C D E F G H b e j o /!4!7!?@SVYZ]^abcx{~  @ / 0 , M N / 1 D E   ;<=EJ'*+MPQ{~JKLKOZd!"#`abn{-0367LORUVW:6s.cd&'\FGUVYZ]"#$9<?@CDGHIfilmpqtuv #0>JYZcfijmnqrs            $ / 0 1 2 3 4 5 6 7 @ A B C D E F G H I a b d e i j n o q r !!.!/!3!4!6!7!;!!?!W!X!Y!Z![!^!000000000000000 0 0 0 0 0 0 0 0 0 0 0 0 0 000000000000 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0000000000000 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 00000000 0 00 0 00 0 00 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 000000000000000000000000000000000000000@00@0@0@000@00 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0000000@0@0@0@0@0000000 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 000000000000000000000000000000000000000000000000000000 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 00000 0 00 0 00 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 00000 0 0 0 0 0 0 00 0 00 0 0 0 0 0 0 0 0 00 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 00000000000000P000P00P0P0000J000000000000000000P00000-cRakjkyz  %u #=@QTnqUWdp|$06>SYabcx{~  @ / M D E ;<=EJJKLOZd!"n-6LUVW6s.&\FGUVYZ]@DHmqu #0>JYZ     $ / 2 3 4 5 @ I 3!;!>!^!0D0000000T000  0 0  PI0  0  0  0 0 0 00000000000000000000  0  0 0 0 dI0 0#$\T0#@00@00@00@00@00@00@000  0 @ 0M@& 0MyP 0 M 0 @ @0 0 0 09:T0909 0  0  0?0? 0? 0@0 0D 0@0 0@ @ 0 @ 0 ܚJ0M@& 0  FNPYktuw    CZwf%&?@bc*P~6U!%%%#&$&H&I&u&v&&&&&&&Y'Z'r's'''''''((((6(7(G(H((]) !"#$%&'()+,-./013456789:=?@ABCDEGHIJKLMOQRSTUVWXZ[\]^_`abcdefghijlmnopqrsv\)@ ]!X)=?BVXcwy  ::::::::H+,o2$=,'7\ e@2$ͯV] z5w}\2$%jP4}4v2$B" <$Yx2$B4B92$\DUSne@( + (  T  c $A ? ?Z  S  Z  S  T 79 Y  #" f  S  79  >`  : #"  Y`  c $A ? ?f  S  : T   c $A ? ?T  #" f   s *A  ? ?f   S    l  c $h ,N 0  f  S  0  `  c $A  ? ?NT  : #" f  S  :& f  S   k:  `  c $A ? ?~b  :   #"  f ! S  :& f " S  k: ` # c $A ? ?~b  $ #" ` % c $A ? ?` & C  f ' S h B S  ?OPRU N / WZ[]!Wt ?Kt3bgt dRtt %t:ttXt$u O t 49ct OLE_LINK1 OLE_LINK2 _Hlt142912776 _Hlt142912777ff ^!@@ ^!ױL#ױ\#ױ#ױD$$ױ#ױ0))-^!  ,//^!9*urn:schemas-microsoft-com:office:smarttagsState8*urn:schemas-microsoft-com:office:smarttagsCity9*urn:schemas-microsoft-com:office:smarttagsplace ;#SU[_npVXWY_cxz@ O Q 8 ; > A %qz]_dhwz}"   # I e f j k /!0![!^!bgTZ@ H K uy,0LPdhryejI b c o p 4!5!!?!W![!^!@ I ^!QQLv=Lv=4Lv#? E, J! {= j 2G?2&=6r%'veT,{= ]=^6r%'MD{= E{= eTf!E,BJ{= o~{= ^Y{= 3_{= {= ,:12i]C 6r%'C"{= q{#=#{0$6r%'Qv%nw%{= 6r%'|,o)Lv|*eT^x+E,R/}|,y(.eT6A0b>8W0{= ,:1245966r%'y%7= p7j 4o<6r%'2G?H.CLvD=F=q*J{= MeTROM{= wKQ6A0eTVm,]AUAh~s8Wp"X6r%'QuX=jcY6r%'3d\eT~ZYa^x+pJ!f{= rgLvZhti$hti$hQv%\iE,{jti$h8ywk{= m{= Vm3dn{= PoeTJhr{= Cr6r%'Ah~s""7tLvcz{= R/}O~eTG7~ Ag"=1sY^^-BUhAn%!:$%SH  #&)*=@CFGQTWZ[nqtwxfp| !$%&0367:;>?@SVYZ]^abcx{~'*+MPQ{~an{-0367LORUV"#$9<?@CDGHIfilmpqtuv 0>JYZcfijmnqrs           / 0 1 2 3 4 5 6 7 @ A B C D E F G H ^!@<@]!p@UnknownGz Times New Roman5Symbol3& z Arial"1hLfLfx:x:#4d9 9 3HX ?=12NAn Example of the Original Fishbein Attitude Model (based on lecture material)LMarksLMarks