Show the work and answer these

a$.$ Mark$$s intention to purchase the motorcycle:

b$.$ Mark$$s intention to purchase the car

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 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

$1234567$ Agree

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

four seasons.

Strongly

Disagree

X $\_\_\_\_\_\_\_\_\_\_\_\_$ Strongly

$1234567$ Agree

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

seasons.

Strongly

Disagree

$\_\_\_\_\_\_\_\_\_\_$ X $\_\_$ Strongly

$1234567$ Agree

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

campus.

Strongly

Disagree

$\_\_\_\_\_\_\_\_\_\_\_\_$ X Strongly

$1234567$ Agree

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

campus.

Strongly

Disagree

$\_\_\_\_\_\_\_\_\_\_$ X $\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

$\_\_$ X $\_\_\_\_\_\_\_\_\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

X $\_\_\_\_\_\_\_\_\_\_\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

X $\_\_\_\_\_\_\_\_\_\_\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

$\_\_\_\_\_\_\_\_\_\_$ X $\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

$\_\_\_\_\_\_\_\_\_\_$ X $\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

X $\_\_\_\_\_\_\_\_\_\_\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

$\_\_\_\_\_\_\_\_\_\_\_\_$ X Strongly

$1234567$ Agree

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

Strongly

Disagree

$\_\_\_\_\_\_\_\_$ X $\_\_\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

$\_\_\_\_\_\_\_\_$ X $\_\_\_\_$ Strongly

$1234567$ Agree

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

Strongly

Disagree

$\_\_\_\_\_\_\_\_\_\_\_\_$ X Strongly

$1234567$ Agree

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

BI$=$ w$1[$A$($act$)]+$ w$2[$SN$($act$)]$

BI $=$ Behavioral Intent

w$1$ and w$2=$ weights $($typically these are previously determined$)$

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

SN$($act$)=$ Subjective Norm

A$($act$)==$

m

i

BiEi

$1$

$()$

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$)==$

n

j

NBjMCj

$1$

$()$

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, w$1$ is set at $0\mathrm{.}6$ and w$2$ is set at $0\mathrm{.}4.$

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 w$1$ and w$2,$ 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