Journal of Consumer Research 1975
Changing Brand Attitudes Through Modification of Cognitive Structure
Abstract
Experimental tests of two strategies for attitude change suggested by multiple attribute attitude models indicate that the strategy of changing consumers' perceptions of brand attribute possession offers considerable potential. The viability of a strategy designed to change the values consumers attach to attributes, however, is less certain.
- DOI
- 10.1086/208607
- Sources
- openalex