T wo recent articles by Lutz (1975, 1977) have pur- ported to show that a person's attitude toward a brand can be formed and then altered by changing the person's cognitive structure. More specifically, Lutz states his basic research goal ". . . is to test the attitude change implications of the multiple attribute model by attempting to demonstrate that changes in brand attitude are related to changes in cognitive structure" (1975, p. 50). This change hypothesis is further explored in the second paper by testing a series of models which relate change in cognitive structure to attitude change, which, in turn, is related to change in behavioral intention (1977).