Equivalence of Fishbein and Rosenberg Theories of Attitudes
Jagdish Sheth
The study was conducted to examine the equivalence of Fishbein and Rosenberg models of attitude structure as they have been applied in consumer psychology. A total of thirteen beliefs related to Coca-Cola were utilized to measure the two components of each attitude theory. The correlations between the two models both at the aggregate and at the individual belief level were disappointingly low. The intercorrelations among various pairings of the two components of each theory were also extremely low.
