Expectancy Value Model

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Definition: Expectancy Value Model

Expectancy model is the consumer attitude theory which proposes that customers rank products based on product characteristics. Expectancy Value Model is also referred to as the fishbein model.

The expectancy value theory has been developed in various areas like education, health, economics, marketing, communications etc. The different varies for different fields. The general theory is that there are expectations ,values and beliefs which affects the behaviour.

More than one behaviour is possible and the behaviour chosen will be the one with the largest number of expected success and value.
Expectancy value models have been popular in recent years and have been the subject of a large amount of research.

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