Fishbein's Theory of Reasoned Action models behavior as based on beliefs and evaluations on a small set of salient attributes. Two methods of reducing large sets of potentially salient attributes into a smaller set of salient attributes are proposed. The methods are based on expectancy valuation...

Consumers use of quality characteristics to make milk purchase decisions reveal opportunities to create successful marketing strategies. Such a strategy could concern food quality. In this case, three core areas influence consumers quality perception: the perception process, the physical product...