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The Fishbein attitude model was applied to voter decision‐making on an energy ballot proposal. Questionnaires were sent to a random sample of potential voters in Oregon's 1976 general election and dealt with the Nuclear Safeguards Initiative, a measure that would place restrictions on future nuclear power plants. Questionnaire items probed the attitude toward the act of voting “Yes” on the measure ( A act ), perceived likelihood of various consequences of voting “Yes” ( B i ), evaluations of these consequences ( e i ), the subjective norm ( SN ), normative beliefs ( NB i ), motivation to comply with several referents ( Mc i ), and voting intention ( VI ). A follow‐up interview determined the actual voting behavior ( VB ) of persons responding to the questionnaire. The following model predictions were tested and strongly supported by the data: (a) VB = VI ; and (e) external variables have a nonsignificant relation to VB once VI is partialled out. It was concluded that the Fishbein model should be extremely useful in understanding public reaction to future energy proposals.
Bowman et al. (Fri,) studied this question.