In 1963, Martin Fishbein developed a model for evaluating consumer opinion of a product. According to this model, a consumer’s attitude (Ao) is predictable when the selection criteria, their order of importance, and their impact on the decision-making process are identified. Using a specific formula, where Pi represents the perception or evaluation of the product with respect to criterion i, Vi the value or importance of that criterion, and n the total number of criteria considered, it becomes possible to influence the consumer in various ways. These approaches include modifying product perception, adjusting the importance of criteria, memorizing advertising messages, stimulating cognitive responses, and introducing an emotional context.

This initial model has been enriched and extended by other researchers, including Fishbein himself, under the name “Theory of Reasoned Action.” This evolution aimed to improve predictive capacity by focusing not only on attitude toward the product (Ao), but also on attitude toward the act of purchasing (Aact). By taking into account complex factors and the social influence on individual choices, this theoretical framework aims to assess behavioral intentions. According to Marie-Christine Lichtlé and Véronique Plichon, the “Theory of Reasoned Action” is based on the idea that individuals act rationally by using available information to make decisions. Before acting, each person evaluates the potential consequences of their actions. Behavioral intention is therefore determined by two main variables: the perception of social norms and the attitude toward the behavior. The latter, often central to subsequent research, corresponds to the evaluation of the consequences associated with adopting a given behavior.