The Role That Cognition Plays in Attitude Formation: An Alternative Model for the Determinants of Attitude

Chih-Hsuan Huang, Amanda Beatson, Ian Lings


Despite the literature supporting the role of attitude in exploring consumer behavior, we still know very little about the cognitive factors that directly or indirectly influence attitude. Through a series of three studies, the relationships between cognitive factors and attitude were explored. This research showed that attitude is directly influenced by concern. In addition, our research demonstrates the potential impact of moderators between concern and attitude. Consumption influenced by high perceived value for money and high outcome expectancy was linked to higher levels of concern and contributed to higher attitude. Finally, the theoretical and practical implications of these findings were discussed.

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