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| Author: | Dube, L. Cervellon, M-C. Jingyuan, H. |
| Title: | Should consumer attitudes be reduced to their affective and cognitive bases? Validation of a hierarchical model |
| Journal: | International Journal of Research in Marketing
2003 : SEP, VOL. 20:3, p. 259-272 |
| Index terms: | Consumer attitudes Consumer behaviour Models |
| Language: | eng |
| Abstract: | This study argues that reducing consumer attitudes to their underlying affective and cognitive bases entails a loss of valuable information. They propose that consumer attitudes be best represented by a hierarchical structure that preserves, at the first level, clusters of attributes formed on the basis of their immediate vs. deliberative nature, these clusters being nested at the second level within affective and cognitive bases. The superiourity of this hierarchical structure over alternative models is supported for food attitudes, in a sample of two cultures (French and Chinese) known for different relations btw. affective and cognitive bases (Study 1). The hierarchical model also demonstrates superiour ability to predict behaviours for two food items for which the affective and cognitive bases have a different influence on consumption (i.e. chocolate and raw milk in Study 2). |
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