Evaluating Models of Attitude Structure
Open Access
- 1 August 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (3), 279-286
- https://doi.org/10.1177/002224377200900306
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.Keywords
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