Perceived Instrumentality and Value Importance as Determinants of Attitudes

By February 20, 1972 February 5th, 2019 Consumer Behavior
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This study investigates whether value importance or perceived instrumentality is more dominant in determining affect (attitude) toward a brand. The results indicate that perceived instrumentality contributes more toward determining affect than does value importance. In fact, the latter tends to suppress this contribution if included in the analysis.
Perceived Instrumentality and Value Importance as Determinants of Attitudes

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