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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3151829
Page Count: 11
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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.
Journal of Marketing Research © 1983 American Marketing Association