Fishbein and Ajzen argue that there are usually five to nine salient beliefs for an individual in a given situation. However, researchers have begun to reject the view that each elicited belief corresponds to a distinct belief construct, observing that individual items frequently correlate highly with one another (e.g., Bagozzi, 1982; Hauser & Simmie, 1981; Hauser & Urban, 1977; Holbrook, 1981).