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This revised model presented by Fishbein and contributed by Ajzen (1975), was designed to include the person's evaluation about performing certain behaviour. Their attitude toward the behaviour and additionally the social pressure experienced when performing the behaviour, like the subjective norm (Stephen, 2002).

The theory of reasoned action is different from the traditional attitude theories in a manner of introducing normative influences to the overall model and a causal relationship between the two antecedents and intention (Ha, 1998).

Subjective norms are determined by the consumer's beliefs about the actions of the others regarding his intended behaviour and his motivations to comply with their standards of behaviour (Fishbein and Ajzen, 1980). The subjective norms reflect as well the individual's sense to behave in an acceptable manner (Teo and Loosemore, 2001).

Normative beliefs in general involve specific individuals or groups rather than generalised important others(Fishbein and Ajzen, 1980). In addition, the person's behaviour is a function of his/her intention to behave in a certain manner (Loudon and Bitta, 1994). For example, a woman's attitude towards birth control pills maybe favourable, but the pressure exerted by family and friends could represent the subjective norm, which may result in a negative attitude towards using them (Johnson and Fishbein, 2003).

Fishbein's expressed relationships in equation form as:

As the model indicates, in order to predict the consumers behavior, the researcher must determine the consumers attitude toward the specific behavior in question (AB) and his subjective norm (SN).

Each of these will be weighted by w1 and w2 respectively (which add up to 1.0) to reflect their relative importance in influencing the behavioural intentions (Loudon and Bitta, 1994).

The consumers attitudes toward performing a specific behaviour has the same structure as in the Fishbein's Multiattribute model. The important change here is that beliefs and evaluations concern certain actions, and the consequences of these actions, affect the attributes of the object (Ha, 1998). These beliefs are called behavioural beliefs. An individual will attempt to perform certain behaviour because of his evaluation upon beliefs. Attitudes are determined by the individual's beliefs about the consequences of performing according to a specific behaviour (behavioural beliefs) and his concerns about the above mentioned consequences (outcome evaluations).Those attitudes have a direct effect on behavioural intention and are linked with subjective norm and perceived behavioural control (Brown, 1999).

A number of issues and limitations of the Fishbein Behavioural Intentions model need further examination, since the potential number of factors affecting attitude are infinitive.

Other researchers are involved with the thoughts of the consumers before their decision upon action. We are not able to apply these theories in the organisational buyer behaviour because of the complexity of the influencing factors which affect this kind of behaviour (Thompson and Panayiotop本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。