Abstract
The attribute set/attitude model relationship recently proposed by Myers and Shocker was examined using correlational and (LISREL) causal analysis. Compared against more traditional single-attitude model approaches (Ahtola, Adequacy-Importance, and Fishbein), Myers and Shocker's mixed model appears promising. It matched the attitude model which best predicted behavioral intentions for two out of three product attribute sets, and along with the Fishbein model, produced a satisfactory fit with the hypothesized causal structure. However, when the alternative attitude models were compared using a multiple indicator approach, results suggest these models do not appear to be directly measuring the same underlying attribute sets.
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