A Research Firm Was Using Fishbein's Model to Measure Attitudes

question 25

Multiple Choice

A research firm was using Fishbein's model to measure attitudes, but found that the predictions of the model were insufficient to explain the behaviour of its client's customers. The firm decided to try the extended Fishbein model; what did they need to add to their original research?

• A) the age and income of the average customer
• B) the social class and the income of the average customer
• C) an attitude-tracking program
• D) the influence of an individual's attitude toward the act of buying

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Definitions:

Market Return

The total return of the entire stock market or a specific market segment, encompassing capital gains and dividends over a specified period.

Systematic Risk

The risk inherent to the entire market or a segment thereof, also known as market risk, which cannot be eliminated through diversification.

Stock Market

A public market for buying, selling, and trading stocks (shares) of publicly-held companies.

Alpha

A measure of the excess return of an investment relative to the return of a benchmark index.