Perceived Instrumentality and Value Importance as Determinants of Attitudes
Open Access
- 1 February 1972
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 9 (1) , 6-9
- https://doi.org/10.1177/002224377200900102
Abstract
This study investigates whether value importance or perceived instrumentality is more dominant in determining affect (attitude) toward a brand. The results indicate that perceived instrumentality contributes more toward determining affect than does value importance. In fact, the latter tends to suppress this contribution if included in the analysis.Keywords
This publication has 3 references indexed in Scilit:
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- Cognitive structure and attitudinal affect.The Journal of Abnormal and Social Psychology, 1956