An investigation of the structure of expectancy-value attitude and its implications

doi:10.1016/0167-8116(89)90001-3

International Journal of Research in Marketing

Volume 6, Issue 2, December 1989, Pages 71-83

https://doi.org/10.1016/0167-8116(89)90001-3 Get rights and content

Abstract

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.

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An investigation of the structure of expectancy-value attitude and its implications

Abstract

International Journal of Research in Marketing

Journal of Experimental Social Psychology

Understanding attitudes and predicting social behavior

The architecture of cognition

Human associative memory

An examination of the validity of two models of attitude

Multivariate Behavioral Research

A field investigation of causal relationships among cognitions, affect, intentions, and behavior

Journal of Marketing Research

A holistic methodology for modeling consumer response to innovation

Operation Research

On the evaluation of structural equation models

Journal of the Academy of Marketing Science