Affiliation:
1. Associate Professor of Marketing, Stanford University.
Abstract
Models of attitude structure differ primarily in the specification of the relationship of the cognitive and affective components. Two approaches to this relationship, based on cognitive consistency theory and multidimensional scaling techniques, are compared here. An application of the latter method to the analysis of a new industrial building material is presented.
Subject
Marketing,Economics and Econometrics,Business and International Management
Cited by
16 articles.
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