Attitude Accessibility, Certainty and the Attitude-Behaviour Relationship: An Empirical Study of Ad Repetition and Competitive Interference Effects
Michel Laroche, Mark ClevelandandIrene MaravelakisConcordia University
Attitudes have long been an area of critical concern for consumer researchers. Attitudes have often served as predictor variables in studies examining consumer behaviour, with the underlying hypothesis that the creation of favourable attitudes towards a particular product should result in increased sales. Over the years, however, a growing number of researchers (for example, Wicker 1969; Fazio & Zanna 1978a; Fazio & Williams 1986; Vakratsas & Ambler 1999) have questioned the assumption...