Chapter 13: A Field Study of Attitude Strcuture and the Attitude-Behavior Relationship

Chapter 13 of Models of Buyer Behavior The chapter presents a conceptual, comprehensive framework linking cognitive, conative and affective aspects. In particular, it attempts to isolate situational factors that systematically intervene between attitude and behavior. The final study investigates the structure of attitude components, relates attitude with behavior, and provides operational measures of situational factors.