Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising

The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of a...

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Bibliographic Details
Published inJournal of marketing research Vol. 20; no. 3; pp. 257 - 267
Main Authors Smith, Robert E., Swinyard, William R.
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.08.1983
SAGE PUBLICATIONS, INC
Subjects
Advertising
Advertising research
Attitude strength
Attitudes
Behavior
Business orders
Conation
Consistency
Consumer attitudes
Consumer behavior
Consumer research
Consumers
Hypotheses
Marketing
Modeling
Predictions
Psychological attitudes
Social psychology
Studies
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ISSN0022-2437
1547-7193
DOI10.1177/002224378302000304

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Summary:The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined, and results show that when attitudes are based on trial they predict purchase very well. When attitudes are based on advertising, however, attitude-behavior consistency is significantly reduced. Implications for when attitude models should be applied in marketing research and practice are discussed.
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ISSN:0022-2437
1547-7193
DOI:10.1177/002224378302000304