Access

You are not currently logged in.

Access your personal account or get JSTOR access through your library or other institution:

login

Log in to your personal account or through your institution.

If You Use a Screen Reader

This content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.

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

Robert E. Smith and William R. Swinyard
Journal of Marketing Research
Vol. 20, No. 3 (Aug., 1983), pp. 257-267
DOI: 10.2307/3151829
Stable URL: http://www.jstor.org/stable/3151829
Page Count: 11
  • Read Online (Free)
  • Download ($34.00)
  • Subscribe ($19.50)
  • Cite this Item
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising
Preview not available

Abstract

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.

Page Thumbnails

  • Thumbnail: Page 
257
    257
  • Thumbnail: Page 
258
    258
  • Thumbnail: Page 
259
    259
  • Thumbnail: Page 
260
    260
  • Thumbnail: Page 
261
    261
  • Thumbnail: Page 
262
    262
  • Thumbnail: Page 
263
    263
  • Thumbnail: Page 
264
    264
  • Thumbnail: Page 
265
    265
  • Thumbnail: Page 
266
    266
  • Thumbnail: Page 
267
    267