La force de l'attitude: quelle modération de la relation entre attitude, intention d'achat et comportement ?

Etienne Bressoud
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Etienne Bressoud: LED - Laboratoire d'Economie Dionysien - UP8 - Université Paris 8 Vincennes-Saint-Denis

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Abstract: Attitude strength is a non-evaluative characterisation of attitude. It moderates the direct link between attitude and behavior. This research studies its impact when attitude and behavior are indirectly linked by purchase intention. A presentation of the different conceptualizations of attitude strength allows measuring it by using direct experience. A quantitative approach on 522 observations shows that attitude strength moderates the links between attitude, purchase intention and behavior

Keywords: attitude strength; behavior; purchase intention; Attitude; comportement; force de l'attitude; intention d'achat (search for similar items in EconPapers)
Date: 2008
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Published in 7th International Congres Marketing Trends, Venice, 25-26 January, 2008, Italie

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