Image:Expectancy-value.jpg

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[edit] Summary

Martin Fishbein, this is a visual representation of a mathematical equation used to explain a theory. The theory originated with Fishbein and Ajzen (1975) on page 234 of their text. For more information, see the expectancy-value theory entry.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior : an introduction to theory and research. Reading, Mass.: Addison-Wesley Pub.

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