| Abstract: | In the central equation of Fishbein's attitude theory the overall affect attached to an object is equated with the sum of evaluation × belief strength for the salient beliefs held by the individual concerned. Two previous studies have shown equally good prediction of attitude whether the beliefs used are those spontaneously elicited by each individual (ISB) or those most frequently elicited by the population (MSB). This result is replicated here in the context of an attitude change study. Fishbein's explanation for the efficiency, and occasional superiority, of modal sets of beliefs relative to individuals' own sets of beliefs, i.e., that MSB contain less non-salient items than ISB which result from inaccurate, forced elicitation, cannot account for the results in the present study since it is shown that a large proportion of MSB were non-salient for many of the subjects. Further, certain sets of beliefs known to be inappropriate, i.e., which were neither modally salient nor individually salient, are shown to be good predictors of attitude using the Fishbein equation. The implications of these findings for the theory and the practical use of the Fishbein technique are discussed. |
