Scaling and Testing Multiplicative Combinations in the Expectancy-Value Model of Attitudes

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The influence of subjective and objective knowledge on attitude, motivations and consumption of organic food (2011, background): “They refer to the Expectancy Value Theory (Ajzen, 2001; Ajzen and Fishbein, 2008; Fishbein and Ajzen, 1975) to explain how beliefs, combined with values, determine attitudes.”
Picking up litter: an application of theory-based communication to influence tourist behaviour in protected areas (2010, background): “Ajzen and Fishbein (2008) recommend using either a unipolar (1–7) or a bipolar (−3 to +3) coding system depending on which is more highly correlated with a direct attitude measure.”
Personal determinants of organic food consumption: a review (2009, background): “The link between values and attitude is explained by the expectancy-value model of attitudes (Fishbein and Ajzen, 1975; Ajzen, 2001; Ajzen and Fishbein, 2008) that states that an individual’s Attitude (A) is the sum of the salient beliefs (b) concerning the attributes of objects or actions multiplie”
The theory of planned behavior: Frequently asked questions (2020, background): “scoring of these measures (see Ajzen & Fishbein, 2008).”