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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

18 out of 120

What's In and What's Out: Questions on the Boundaries of the Attitude Construct

C. Whan Park, Deborah J. MacInnis
DOI: http://dx.doi.org/10.1086/504122 16-18 First published online: 1 June 2006


While reasonably comprehensive in nature, Cohen and Reed's integrative attitude model may benefit from an articulation of the boundaries of the attitude construct. As evidence, the present comment focuses on the extent to which attitudes can or should account for hot affect-based brand relationships and stronger forms of behaviors consumers reveal with brands. The authors recommend that the boundary conditions of the attitude construct can be elucidated by differentiating attitudes from a construct termed “emotional attachment.” Potential differences between these two constructs are articulated.

  • Attitudes
  • Cognitive Processes
  • Intentions
  • Judgment and Decision Making
  • Memory
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