Issues in Marketing's use of Multi-Attribute Attitude Models
Open Access
- 1 November 1973
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 10 (4), 428-441
- https://doi.org/10.1177/002224377301000411
Abstract
The simplistic form of linear compensatory attitude modeling includes a number of significant research questions involving concepts, measurement, and analysis. Results and conclusions of marketing research on the model are summarized for each issue and directions for further development are suggested.Keywords
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