Attitude-Behavior Consistency: The Impact of Product Trial versus Advertising
比较了产品试用和广告对态度与行为一致性的不同影响，发现基于试用的态度能很好预测购买，而基于广告的态度则一致性显著降低，对营销研究和实践有启示。
The role of direct versus indirect experience in the attitude-behavior consistency issue is reviewed. Using a new communications model, the authors extend the direct/indirect experience paradigm to a common marketing scenario: product trial versus product advertising. The specific contributions of attitude strength and type of behavior are examined, and results show that when attitudes are based on trial they predict purchase very well. When attitudes are based on advertising, however, attitude-behavior consistency is significantly reduced. Implications for when attitude models should be applied in marketing research and practice are discussed.