Effect of Attitude Function on Attitude: the Mediating Role of Affective and Cognitive Evaluations.
The relationship between attitude functions, its affective-cognitive bases and attitude was proposed in an integrated framework of persuasion. This framework was tested using SEM. The implications are demonstrated in a set of matching studies which indicate that matching both functions and affective-cognitive bases is more effective than matching only one.
Srividya Raghavan and Sridhar Samu (2013) ,"Effect of Attitude Function on Attitude: the Mediating Role of Affective and Cognitive Evaluations.", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 346-346.
Srividya Raghavan, Icfai Business School, Hyderabad, India
Sridhar Samu, Indian School of Business, Hyderabad, India
E - European Advances in Consumer Research Volume 10 | 2013
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