G1

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 four-door sedan or a used motorcycle. 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. Strongly Disagree __ __ __ __ __ X_1 2 3 4 5 6 7

The X is on 6.

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, w1 is set at 0.6 and w2 is set at 0.4.

Consequences (m=3)

Having comfortable transportation through all four seasons

Having the ability to easily find parking spaces

Having the ability to transport roommates

Reference Groups (n=2)

Parents

Friends

Task

Please use the TORA formula, the preceding information regarding w1 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 car).

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, E, NB, or MC.