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Fishbein model is developed by Martin Fishbein, which is used for measuring consumers’ propensity to consume. It is one of the models which IMC often uses when analyze consumers’ behaviors, and mainly used in the following three respects:

The characteristics which consumers have a partiality of most, namely the most outstanding faith of goods
Whether the inspected goods have a kind of important characteristic, or the goods possess some close degree of the characteristics itself
Assess the important characteristics of a piece of goods or a lot of goods



While market surveying and materials are collected, IMC will focus on the following formulae mainly: