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19991110072144.9 |
035 |
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|aAAI9822809
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035 |
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|a(UnM)AAI9822809
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040 |
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|aTWNTU|cTWNTU|dTWNTU
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095 |
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|aNTTTCL|bN|cN000009|d008|pNR|fFRANK|zNR|m0|tDDC
|
100 |
1
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|aSCATTONE, JOAN.
|
245 |
10
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|aCONSUMERS' EVALUATIONS OF PRIVATE BRANDS: THE MODERATING INFLUENCE OF ATTITUDE STRENGTH IN PERSUASION (INFORMATION PROCESSING).
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300 |
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|a238 p.
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500 |
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|aSource: Dissertation Abstracts International, Volume: 59-01, Section: A, page: 0243.
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500 |
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|aAdviser: DURAIRAJ MAHESWARAN.
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502 |
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|aThesis (PH.D.)--NEW YORK UNIVERSITY, GRADUATE SCHOOL OF BUSINESS ADMINISTRATION, 1998.
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520 |
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|aAttitude strength has been positioned as a key moderator of attitudes' influence on information processing, resistance to persuasion, persistence over time and prediction of related behavior (e.g., Krosnick & Petty 1995). Despite its significance, attitude strength has been largely ignored by consumer behavior researchers. This dissertation remedies this serious omission by examining the nature and importance of attitude strength as it relates specifically to consumers' attitudes toward private brands.
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520 |
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|aIn the first study, attitude strength is conceptualized and operationalized in the domain of consumers' brand attitudes. A comprehensive set of attitudinal characteristics pertaining to strength are submitted to a factor analysis. The results confirm a multidimensional structure and reveal the following seven unique dimensions: Engagement, Commitment, Centrality, Intensity, Knowledge, Evaluative Structural Consistency and Personal Approbation. Relationships between each of these with intended purchase and sampling behavior support the contention that the dimensions do not have wholly similar relationships with the consequences of attitude strength (i.e., prediction of behavior). The findings indicate the strongest relationships between Evaluative Structural Consistency, Engagement and Commitment with consumers' intended behavior.
|
520 |
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|aThe second study establishes the importance of attitude strength by demonstrating its moderating influence on consumers' responses to persuasive product information. The results confirm expectations that heightened strength is associated with lesser tendencies toward changes in attitudinal valence and attitude depolarization upon exposure to counterattitudinal product information. The findings provide additional support for the differential relationships between the various dimensions of attitude strength and its consequences (i.e., resistance to persuasion, influence on information processing). Specifically, they indicate that the moderating role of attitude strength on persuasion is most evident when indicated by Evaluative Structural Consistency, Knowledge, Commitment or Engagement. In addition, examinations of the underlying cognitive processes find resistance to persuasion marked by selectivity in elaboration, recall and judgment of incongruent product information contained in the message.
|
590 |
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|aSchool code: 0868.
|
650 |
4
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|aBusiness Administration, Marketing.
|
690 |
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|a0338
|
710 |
20
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|aNEW YORK UNIVERSITY, GRADUATE SCHOOL OF BUSINESS ADMINISTRATION.
|
773 |
0
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|tDissertation Abstracts International|g59-01A.
|
790 |
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|a0868
|
790 |
10
|
|aMAHESWARAN, DURAIRAJ,|eadvisor.
|
791 |
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|aPH.D.
|
792 |
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|a1998
|
809 |
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|d008|tDDC|pNR
|
856 |
40
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|uhttp://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=9822809
|