An Investigation of the Structure of Expectancy-Value Attitude and Its Implications
- Youjae Yi
- International Journal of Research in Marketing
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.