A computer-controlled experiment was used to test balance, reinforcement, and congruity models and to develop a new model to predict changes in buyers’ subjective probabilities after receiving new information. Subjective probability and attitude models were tested to determine their utility in studying buyers’ information processing.
Get full access to this article
View all access options for this article.
References
1.
FishbeinMartin. “A Behavior Theory Approach to the Relations Between Beliefs About an Object and the Attitudes Toward the Object,” in FishbeinMartin, ed., Readings in Attitude Theory and Measurement.New York: John Wiley & Sons, 1967, 389–99.
2.
HeiderFritz. “Attitudes and Cognitive Organization,” Journal of Psychology, 21 (January1946), 107–12.
3.
HughesG. David and GuerreroJose L. “Automobile Self-Congruity Models Reexamined,” Journal of Marketing Research, 8 (February1971), 125–7.
4.
HughesG. David. “Simultaneous Concept Testing with Computer-controlled Experiments,” Journal of Marketing, 35 (January1971), 28–33.
5.
HughesG. David. “Pretesting Marketing Strategies,” working paper, Cornell University, May 20, 1970.
6.
HughesG. David and NaertPhilippe A. “A Computer-Controlled Experiment in Consumer Behavior,” Journal of Business, 43 (July1970), 354–72.
7.
HughesG. David, TinicSeha M., and NaertPhilippe A. “Analyzing Consumer Information Processing,” Proceedings. Fall Conference, American Marketing Association, 1969, 235–40.
8.
OsgoodCharles E., and TannenbaumPercy H. “The Principle of Congruity in the Prediction of Attitude Change,” Psychological Review, 62 (January1955), 42–55.
9.
PhillipsL. D., HayesW. L., and EdwardsW. “Conservatism in Complex Probabilistic Inference,” IEEE Transactions on Human Factors in Electronics, HFE 7 (March1966), 9.
10.
RosenbergMilton J. “Cognitive Structure and Attitudinal Affect,” Journal of Abnormal and Social Psychology, 53 (November1956), 367–72.
11.
WinerB. J.Statistical Principles in Experimental Design.New York: McGraw-Hill, 1962.
12.
WintersLewis C. “The Role of Values in Attitudinal Information Processing and Interpersonal Communications,” unpublished doctoral dissertation, University of Delaware, 1969.
13.
ZajoncRobert B. “Cognitive Structure and Cognitive Tuning,” unpublished doctoral dissertation, University of Michigan, 1955.
