Miles, Heiko; Schwager, Steven J.; Lenz, John E. - Charles H. Dyson School of Applied Economics and … - 1994
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...