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How the Fishbein Model Provides Insights for Marketing Professionals

As a marketing professional in today’s oversaturated markets, you must continually refine your methods and strategies to effectively present your product or brand.

The ever-increasing competition for consumer attention leaves little room for error or ineffective methods. To best ensure positive results, it is imperative that you use highly calculated and scientific methods to create and evaluate your messaging.

One popular method often referenced in marketing strategy is the Fishbein Model.

Multiattribute Model

The Fishbein Model: Basic Concept

The Fishbein Model is a multiattribute model, meaning it has three elements: attributes, beliefs, and weights. Multiattribute models allow many pieces of information to be evaluated and applied to form a behavioral prediction.

  1. The Fishbein Model first evaluates any relevant beliefs an individual may hold regarding a product or service on a numerical scale.

  2. The model then evaluates a few additional factors, including social pressure, what motivates the individual to take action, and their motivation to act according to what they believe is right.

  3. The result produces an indicator representing the likeliness the individual would respond favorably to a message or call to action.

Scientifically understanding the consumer decision-making process will help you predict what messaging will effectively influence your target audience. With the Fishbein Model, you can better identify how to persuade your consumer to take a desired action, reaching your primary goal as a marketer.

Example of a Fishbein Model Construct

Your firm is representing a local restaurant and identified a potential customer, Harriet, based on her demographics (i.e. age, location, salary, etc). Using of the Fishbein Model, you can try to predict Harriet’s response to the restaurant’s new radio advertisement.

In order to apply the Fishbein Model, you must first identify Harriet’s beliefs based on her demographics. Through survey data, market research, or hypothetical reasoning, you can attempt to identify her beliefs and how they would influence her to eat at the restaurant after hearing the restaurant’s ad.

For instance, perhaps Harriet is a mother of young children, believing family restaurant outings are more hassle than they are worth based on past experiences. The strength of her belief is rated on a numerical scale (say, 1 to 7) then applied negatively towards the desired action – Harriet visiting the restaurant.

Other beliefs come into play, such as positive friend referrals, or Harriet’s distaste for cooking – influencing her decision. Then, after all this data is quantified and applied to your Fishbein equation, you can more objectively estimate the message’s effectiveness.

Using Information Gathered by the Fishbein Model

With your Fishbein results, you have a more in-depth idea of the type of messaging that will resonate best with your target audience. However, your task is not yet complete.

You must now make an argument compelling enough to convert potential customers into actual consumers. Marketing campaigns must recognize, and in some cases challenge or alter, the underlying beliefs on which consumers base their choices.

  • Changing Consumer Beliefs
    Possibly the most difficult task for marketers, but if you are trying to effectively market to an audience with a particular set of opinions, you have to change them first. For example, if a diaper company wants to market to men, its campaign must reverse the belief held by some of its audience that mothers are responsible for purchasing diapers.

  • Strengthening Consumer Beliefs
    A more subtle approach, you can highlight desired beliefs of the consumer to effectively market your product or service. A fast food chain, for instance, will maximize the idea that their service saves time and money, minimizing the belief that their food is unhealthy.

  • Creating Consumer Beliefs
    Finally, you can craft a marketing campaign to instill brand-new consumer beliefs. A drug company can introduce new beliefs in a product by revealing groundbreaking studies and the implications on the health of their audience.

Through the Fishbein Model and other similar constructs, you can predict your audience’s behavior, improving your marketing efforts through targeted, effective messaging.

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Sources

http://www.acrwebsite.org/volumes/5769/volumes/v02/NA-02

https://www.consumerpsychologist.com/cb_Attitudes.html

http://www.simon.rochester.edu/fac/nelson/articles/Multiattribute%20Utility%20Models.pdf