Comparing the Analytic Hierarchy Process with a modified Fishbein Behavioral Intention model: An application in consumer decision-making

This study presents a field experiment comparing the analytic hierarchy process (AHP) with a modified version of the Fishbein Behavioral Intention model. The two models are compared to see which more accurately predicts intentions and actual behavior. The study also evaluates the models with respect to the following variables: arousing the respondent's interest in the decision process, providing insight into the process, assessing the subject's willingness to participate again, and measuring the perceived lengthiness and repetitiveness of the decision process.; The study subjects were students at the School of Business and Economics at Towson State University who were deciding on their major fields of study. Parametric and nonparametric correlational analyses were used to test the accuracy of the predictions of the two models. A series of paired t-tests was conducted on the subjects' perceptions of the AHP and Fishbein models with respect to the additional variables.; Study findings showed that the AHP predicted intentions more accurately than the Fishbein model. The findings showed no significant difference between how accurately the two models predicted behavior. Both models showed strong relationships between the measured intentions and behavior. Respondents found the AHP to be more interesting, more insightful, and more likely to encourage participation in similar surveys in the future. However, the AHP was perceived to be lengthier and more repetitive than the Fishbein model. Advisers and administrators at the School of Business and Economics also preferred the AHP to the Fishbein model.