Consumer Behavior Zrereise- The Theory of Reasoned Action Name Scenario Mark has chosen to live off-campus next semester, and he must find transportation to get him to classes and back to his new apartment. He has enough money to buy an old fourdoor sedan or a used motorcyele. Assume that Mark has answered the questions on the following questionnaire in the manner shown. Please place an X on each of the scales to reflect your level of agreement or disagreement with the following statements: 1. It is important to me that my transportation is comfortable through all four seasons. 2. I believe that if I buy the motoreycle I will have comfortable transportation through all four seasort. 3. I believe that if I buy the car I will have comfortable transportation through all four seasons. 4. It is important to m e that I do not waste a lot of time searching for parking spaces on campus. 5. I believe that if buy the motorcycle I will be able to easily find parking places on campus, 6. I believe that if I buy the ear I will be able to easily find parking places on campus. StronglyDisagreeAgree12X34567Strongly 7. It is important to me to be able to transport my roommates to campus and back. Strongly1X234567Agree 1 8. I believe that if I buy the motorcycle I will be able to transport my roommates. 9. I believe that if I buy the car I will be able to transport my roommates. 10. It is important to me to go along with what my parents want me to do. StronglyDisagreeAgree123456 11. I believe that my parents want me to buy the motoreycle. StronglyDisagreeAgree1X234567 12. I believe that my parents want me to buy the car. Disagree12345672Agrese 13. It is important to me to go along with what my friends want me to do. 14. I believe that my firends want me to buy the motorcycle. StronglyDisagee12345X67Strongly 15. I believe that my firends want me to buy the car. Strongly12345677StronglyDgree The formula for the Theory of Reasoned Action (TORA) is as follows: BI=w1[A(act)]+wL[SN(act)] Bi = Belief that an action (0.g, purchase) will lead to a consequence i 2 Ei - Evaluation of importance/desirability of consequence i - Consequences 1, 2,,m SN(act) NBi = Belief that a reference group (i) wants you to perform a certain action (e.g. purchase) - Motivation to comply with reference group j - Reference groups 1,2,n In similar studies, it has been found that the Attitude Toward the Act component is a slightly more important determinant of Behavioral Intent than is the Subjective Norm component. Therefore, w is set at 0.6 and w2 is set at 0.4 . Consequences (m=3) 1. Having comfortable transportation through all four seasons 2. Having the ability to easily find parking spaces 3. Having the ability to transport roommates Reference Groups (n2) 1. Parents 2. Friends Task Please use the TORA formula, the preceding information regarding wl and w2, and Mark's questionnaire answers to calculate his Behavioral Intent toward each of the two options: BI (buying the motorcycle) and BI (buying the cac). Show all of your work, and discuss the implications of your results, including a discussion of the A(act) and SN results for each purchase option, as well as your prediction of which purchase Mark will make. Hint: You may want to begin by identifying the type of information each of the items on the questionnaire is designed to father: B,B,NB, or MC