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Attitudes and choice of flavoured milks: extensions of fishbein and Ajzens theory of reasoned action



Attitudes and choice of flavoured milks: extensions of fishbein and Ajzens theory of reasoned action



Food quality and preference92 3(3): 157-164



Eighty subjects completed a questionnaire, designed according to part of the model proposed by Fishbein and Ajzen, assessing attitudes and beliefs about consuming low- and full-fat flavoured milks. The results showed a reasonable degree of prediction of intention from attitudes and prediction of attitudes from beliefs and evaluations. Calculating beliefs, attitudes and intentions towards alternatives (rather than for each milk individually) showed some improvement in prediction. The relationships between beliefs, evaluations and attitudes were examined by calculating regressions of individual beliefs, evaluations and belief × evaluation products against attitudes. This demonstrated some of the problems inherent in the multiplicative component of the Fishbein and Ajzen model, although whether this alternative procedure is superior remains to be tested further. Sixty of the subjects also tested flavoured milk samples labelled with information on fat and sugar content; adding in hedonic rating of samples of flavoured milk for these subjects significantly improved the multiple regression predicting intention from attitudes. Dividing subjects according to the type of flavoured milk usually consumed showed that beliefs were more positive for the products usually consumed and, compared to low-fat consumers, full-fat consumers rated taste as a more important attribute and benefits to health as less important.

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Accession: 015098048

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DOI: 10.1016/0950-3293(91)90052-g


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