Zusammenfassung
Das Hauptziel des Werkes von Martin Fishbein und Icek Ajzen kann als Versuch beschrieben werden, verschiedene bereits bestehende Einstellungs-Konzepte und -Theorien zu organisieren und miteinander zu verbinden sowie einen kohärenten Rahmen zu schaffen, der eine systematische theoretische Analyse ermöglicht. Als eines der ersten Multiattributmodelle, das eine mehrdimensionale Einstellungsmessung ermöglicht, konzipieren Fishbein und Ajzen ein Modell, in welchem sie den Zusammenhang von vier zentralen Variablen näher erläutern (Überzeugungen, Einstellungen, Verhaltensabsichten und Verhalten). Aufgrund seiner allgemeinen Anwendbarkeit wurde das Fishbein-Ajzen Modell in den unterschiedlichsten Disziplinen (z. B. Werbeforschung, Einstellungsforschung, Konsument*innenforschung etc.) als theoretische Grundlage verwendet, um die spezifische Wirkungen einzelner Variablen auf das menschliche Verhalten näher zu beleuchten. Obwohl dieses Framework weithin als wichtiger Meilenstein angesehen wird, üben doch einige ForscherInnen Kritik an der theoretischen Basis und der Konzeption des Modells sowie den Modellkomponenten. Nichtsdestotrotz erfreut sich Modell aufgrund der leichten Messbarkeit seiner Konstrukte und der Ausweitung auf persönliche Attribute großer Beliebtheit.
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Notes
- 1.
Hinter dem englischen Begriff „consumption of newness“ (Innovationsfreude) verbirgt sich die Vorreiterrolle der KonsumentInnen, neue Produkte nicht nur schneller anzunehmen, sondern auch auszuprobieren (Midgley und Dowling 1978).
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Koinig, I., Diehl, S. (2022). Zum Verhältnis von Überzeugungen, Einstellungen, Absichten und Verhalten: Belief, Attitude, Intention and Behavior von Fishbein und Ajzen. In: Meitz, T.G., Borchers, N.S., Naderer, B. (eds) Schlüsselwerke der Werbeforschung. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-36508-0_12
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