Title: An investigation of the structure of expectancy-value attitude and its implications; comment; rejoinder
Authors: Yi, Y ×
Vanden Abeele, Pierre #
Issue Date: 1989
Series Title: International Journal of Research in Marketing vol:6 issue:2 pages:71-94
Abstract: A new way of representing the structure of expectancy-value (EV) attitude is proposed, and the implications of its representation are investigated. Subjects were 120 business school students and staff at a US West Coast university. EV attitude was represented as a cognitive network of vertically and horizontally interconnected judgments about product attributes, using a structural equation modeling methodology. Results suggest that a structural representation of EV attitude gave a satisfactory fit to the data. While it did not improve the prediction of intentions, it was useful for understanding belief change. In a comment, Vanden Abeele states that the EV framework is an example of a paradigm in need of rejuvenation in order to keep up its scientific productivity. In a reply, Youjae states that his research represents an effort to fine-tune and extend the EV theory by looking deeply into the structural form of EV attitude. He points out that his study extends research by investigating what useful insights can provide for consumer information processing and persuasion processes
ISSN: 0167-8116
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Research Centre for Marketing and Consumer Science, Leuven
× corresponding author
# (joint) last author

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