TY - JOUR
AU - Bennett, Peter D.
AB - Presented are findings from research using expectancy value and normative belief measures to predict physician drug brand preference and purchases. Physician prescribing using group depth interviews, attitude instruments, and prescribing panel data were used to test the Fishbein behavioral intentions model. Extensions to the model are presented for marketing applications.
TI - An Evaluation of the Expectancy Value Model of Attitude Measurement for Physician Prescribing Behavior
JF - Journal of Marketing Research
DO - 10.1177/002224377401100305
DA - 1974-08-01
UR - https://www.deepdyve.com/lp/sage/an-evaluation-of-the-expectancy-value-model-of-attitude-measurement-L6CiCN0ttr
SP - 269
EP - 278
VL - 11
IS - 3
DP - DeepDyve
ER -