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The strategic dilemma of alternate structures in expectancy‐value attitude models
Author(s) -
Stankey Michael J.
Publication year - 1985
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220020206
Subject(s) - dilemma , expectancy theory , value (mathematics) , set (abstract data type) , face (sociological concept) , psychology , life expectancy , social psychology , computer science , epistemology , sociology , machine learning , social science , philosophy , population , demography , programming language
Decision‐makers face a dilemma when considering alternate forms of the general expectancy‐value attitude model. Given the same data set, four alternate structures of the expectancy‐value model are shown to produce four dramatically different scenarios both in terms of predictive ability and in terms of strategic direction. A hybrid approach to using the model is recommended as a means of resolving the dilemma.