Model of consumer attitude formation that asserts that the consumer rates a product according to the sum of the ratings given the product on a variety of product characteristics; also called fishbein model. Unlike the conjunctive model and the disjunctive model, there is no minimum rating on a particular characteristic that must be met, and a high rating on one characteristic can compensate for a low rating on another. This is one of several compensatory models. For example, a car buyer may not like the price of a car but will buy it anyway if it exceeds the consumer's expectations for fuel efficiency and braking performance. See also lexicographic model; dominance model; ideal point model.
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