The prediction and understanding of consumer purchase decisions: applying the Fishbein model to certain marketing issues
In the fields of social psychology Martin Fishbein has developed the 'theory of reasoned action'. A literature search was undertaken in both social psychology and marketing which revealed that the theory has been widely tested in social psychology, but to a much lesser extent in its market...
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| Format: | Thesis |
| Language: | English |
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1981
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| Online Access: | https://repository.londonmet.ac.uk/7740/1/238568.pdf |