Hey! Need help big time! Everything is attached, nothing is missing. Thanks!

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

__

Strongly Agree

1

2

3

4

5

6

7

2. I believe that if I buy the motorcycle I will have comfortable transportation through all four seasons.

Strongly Disagree

X

__

__

__

__

__

__

Strongly Agree

1

2

3

4

5

6

7

3. I believe that if I buy the car I will have comfortable transportation through all four seasons.

Strongly Disagree

__

__

__

__

__

X

__

Strongly Agree

1

2

3

4

5

6

7

4. It is important to me that I do not waste a lot of time searching for parking spaces on campus.

Strongly Disagree

__

__

__

__

__

__

X

Strongly Agree

1

2

3

4

5

6

7

5. I believe that if I buy the motorcycle I will be able to easily find parking places on campus.

Strongly Disagree

__

__

__

__

__

X

__

Strongly Agree

1

2

3

4

5

6

7

6. I believe that if I buy the car I will be able to easily find parking places on campus.

Strongly Disagree

__

X

__

__

__

__

__

Strongly Agree

1

2

3

4

5

6

7

7. It is important to me to be able to transport my roommates to campus and back.

Strongly Disagree

X

__

__

__

__

__

__

Strongly Agree

1

2

3

4

5

6

7

8. I believe that if I buy the motorcycle I will be able to transport my roommates.

Strongly Disagree

X

__

__

__

__

__

__

Strongly Agree

1

2

3

4

5

6

7

9. I believe that if I buy the car I will be able to transport my roommates.

Strongly Disagree

__

__

__

__

__

X

__

Strongly Agree

1

2

3

4

5

6

7

10. It is important to me to go along with what my parents want me to do.

Strongly Disagree

__

__

__

__

__

X

__

Strongly Agree

1

2

3

4

5

6

7

11. I believe that my parents want me to buy the motorcycle.

Strongly Disagree

X

__

__

__

__

__

__

Strongly Agree

1

2

3

4

5

6

7

12. I believe that my parents want me to buy the car.

Strongly Disagree

__

__

__

__

__

__

X

Strongly Agree

1

2

3

4

5

6

7

13. It is important to me to go along with what my friends want me to do.

Strongly Disagree

__

__

__

__

X

__

__

Strongly Agree

1

2

3

4

5

6

7

14. I believe that my friends want me to buy the motorcycle.

Strongly Disagree

__

__

__

__

X

__

__

Strongly Agree

1

2

3

4

5

6

7

15. I believe that my friends want me to buy the car.

Strongly Disagree

__

__

__

__

__

__

X

Strongly Agree

1

2

3

4

5

6

7

The formula for the Theory of Reasoned Action (TORA) is as follows:

BI= w1[A(act)]+ w2[SN(act)]

BI= Behavioral Intent

w1 and w2= weights (typically these are previously determined)

A(act)= Attitude toward an action (e.g., purchase)

SN(act)= Subjective Norm

A(act)=

Bi= Belief that an action (e.g., purchase) will lead to a consequence i

Ei= Evaluation of importance/desirability of consequence i

i= Consequences 1, 2, ..., m

SN(act)=

NBj= Belief that a reference group (j) wants you to perform a certain action (e.g., purchase)

MCj= Motivation to comply with reference group j

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, w1 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 (n=2)

1.Parents

2.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).

include a discussion of the A(act) and SN results for each purchase option, as well as your prediction of which purchase Mark will make.

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.