An Investigation of the Structure of Expectancy-Value Attitude and Its Implications
Youjae Yi
International Journal of Research in Marketing
The purpose of this study was to propose a new way of representing the structure of expectancy-value attitude and to investigate the implications of its representation. Expectancy-value attitude was represented as a cognitive network of vertically and horizontally interconnected judgements about product attributes, using a structural equation modeling methodology. Results suggested that a structural representation of expectancy-value attitude gave a satisfactory fit to the data. Two implications of this representation were also tested for: (1) understanding the effects of expectancy-value attitude on intentions, and (2) predicting the dynamics of belief change.

The structural representation of expectancy-value attitude did not improve the prediction of intentions. The observed effects of expectancy-value attitude on intentions did not differ between the traditional and proposed structural representations. However, the structural representation was useful for understanding belief change. Since expectancy-value attitude existed as a network of interconnected beliefs, an ad effect on one belief was hypothesized to bring about changes in other related beliefs. As hypothesized, advertisements mentioning one belief changed other beliefs that were connected with the mentioned belief.