Cognitive Algebra in Multi-Attribute Attitude Models
Open Access
- 1 May 1975
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 12 (2) , 151-164
- https://doi.org/10.1177/002224377501200204
Abstract
Research on multi-attribute attitude models has relied on correlational methods. An analysis of variance paradigm applied to individual level data supports the multiplicative assumption of multi-attribute models. A single-attribute form of the Fishbein model is found to be superior to a similar version of the “adequacy-importance” model.Keywords
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