The role of confidence in attitude-intention and beliefs-attitude relationships

Lars Bergkvist

Confidence - how certain a consumer feels about his or her evaluation of a brand - is of interest to advertising researchers since it appears to be more susceptible to advertising exposure and repetition than other, more commonly used outcome variables, such as brand attitude and purchase intention.

The role of confidence in attitude–intention and beliefs–attitude relationships

Lars Bergkvist

Stockholm University

Introduction

Confidence – how certain a consumer feels about his or her evaluation of a brand – is the focal construct of a number of marketing studies. Confidence is of particular interest to advertising researchers as it is more susceptible to advertising than other outcome variables, such as brand attitude and purchase intention (Lehmann 1977), and confidence increases as a result of advertising repetition (Berger & Mitchell 1989). However, although studies on confidence largely agree that advertising and advertising...

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