publication . Research . 1983

Evidence for attitudinal-behaviour consistency:Implications for consumer research paradigms

Foxall, Gordon R.;
Open Access English
  • Published: 20 Oct 1983
  • Publisher: Cranfield School of Management
  • Country: United Kingdom
Evidence is presented in this paper to show that the view ofmarketing communications effects promulgated by numerous marketing, advertising and consumer behaviour texts and journals should be questioned. This is the portrayal of advertising, in particular, as strongly persuasive, a pre-purchase influence which acts upon purchase behaviour by first operating upon and modifying mental attitudes. The latent process conception of attitude upon which this perspective is founded lacks convincing empirical support. Situational rather than inner-state variables appear to mediate behaviour and may require prior importance in explicative and predictive accounts of consume...
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Research . 1983
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