The study examined the moderating effect of personality variable of excellence on the predictive effectiveness of multi-attribute attitude model. Data were collected from Master's students in business administration at four Canadian universities. Analysis indicated that the students who scored high on excellence showed a stronger correlation between attitude and intention to enter a program than the students who scored low. It was speculated that excellence has potential as a segmentation variable for complex, high involvement products.
Get full access to this article
View all access options for this article.
References
1.
AhmedS. A.Moderating effects of culture on the relationship of job factors with social psychological characteristics. Laval Journal of Industrial Relations, 1975, 33, 217–236.
2.
BettmanJ. R.CaponN. L.LutzR. J.Multi-attribute measurement models and multi-attribute attitude theory: A test of construct validity. Journal of Consumer Research, 1975, 1, 1–15.
JacksonD. N.AhmedS. A.HeapyN. A.Is achievement a unitary construct?Journal of Research in Personality, 1975, 10, 1–21.
5.
KleinbaumD. G.KupperK. L.Applied regression analysis and other multivariate methods. North Scituate, MA: Dunbury Press, 1978.
6.
NakanishiM.BettmanJ. R.Attitude models revisited: An individual level analysis. Journal of Consumer Research, 1974, 1, 1–10.
7.
NamL.YaugerP.The process of occupational status achievement: A preliminary cross national comparison. American Journal of Sociology, 1975, 81, 543–561.
8.
NisbettR. E.WilsonT. D.Telling more than we know: Verbal reports on mental processes. Psychological Review, 1977, 84, 210–259.
9.
ReibsteinD. J.LovelockC. H.RicardoP. D.The direction of causality between perceptions, affect and behavior: An application to travel behavior. Journal of Consumer Research, 1980, 4, 370–376.
10.
WilkieW. L.PessemierE. A.Issues in marketing's use of multi-attribute attitude models. Journal of Marketing Research, 1973, 10, 428–441.
