Journal of the Academy of Marketing Science

, Volume 8, Issue 4, pp 374–389 | Cite as

A comparative analysis of multiattribute attitude models

  • John H. Lindgren
  • Leonard J. Konopa


In the consumer behavior context, multiattribute attitude models used to predict consumer choice in multiple criteria decision making situations have produced mixed results. Prediction of consumer behavior from attitudes, consequently, has been highly debated in recent years with researchers using beliefs-only, full, and extended multiattribute attitude models. The research underlying this paper was designed to compare the predictive superiority of the beliefs-only model, the full multiattribute attitude model, and a new representation identified as the combined multiattribute/determinant attribute attitude model. Data concerning patronage of fast-food chains were collected from a student panel for seven weeks. Predictive superiority was determined by average adjusted R2 using the patronage behavior dependent variable. All models were tested in aggregated and disaggregated form.


Behavioral Intention Product Category Attitude Model Predictive Superiority Patronage Behavior 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Bettman, James R., Capon, Noel, and Lutz, Richard J., “Cognitive Algebra in Multi-Attribute Models,”Journal of Marketing Research 12 (May 1975): 151–64.CrossRefGoogle Scholar
  2. Cohen, Joel B., Fishbein, Martin, and Ahtola, Olli T., “The Nature and Use of Expectancy-Value Models in Consumer Attitude Research,”Journal of Marketing Research 9 (November 1972): 456–460.CrossRefGoogle Scholar
  3. Fishbein, Martin, “A Behavior Theory Approach to the Relations Between Beliefs About an Object and the Attitude Toward the Object,” ed. Martin Fishbein,Readings in Attitude Theory and Measurement (New York: Wiley, 1967), pp. 389–399.Google Scholar
  4. Holbrook, Morris B., “Comparing Multiattribute Attitude Models by Optiman Scaling,”Journal of Consumer Research 4 (December 1977): 165–171.CrossRefGoogle Scholar
  5. Lutz, Richard J. and Bettman, James R., “Multiattribute Models in Marketing: A Bicentennial Review,” in A. Woodside, J. N. Sheth, and P. D. Bennett (eds.), Foundations of Consumer and Industrial Buying Behavior (New York: American Elsevier, 1977), p. 137.Google Scholar
  6. Mazis, Michael B., Ahtola, Ollie T., and Klippel, R. Eugene, “A Comparison of Four Multi-Attribute Models in the Prediction of Consumer Attitudes,”Journal of Consumer Research, 2 (June 1975), pp. 38–52.CrossRefGoogle Scholar
  7. Myers, James H. and Alpert, Mark I., “Determinant Buying Attitudes: Meaning and Measurement,”Journal of Marketing 32 (October 1968): 13–20.CrossRefGoogle Scholar
  8. Rosenberg, Milton J., “Cognitive Structure and Attitudinal Affect,”Journal of Abnormal and Social Psychology 53 (November 1956): 367–372.CrossRefGoogle Scholar
  9. Shimp, Terence A. and Lindgren, John H., Jr., “Some Methodological Considerations and Empirical Findings Concerning the Use of the Dual Questioning Method to Identify Determinant Attributes,”Combined Proceedings: American Marketing Association 37 (1977):327–332.Google Scholar
  10. Wilkie, William L. and Edgar A. Pessemier, “Issues in Marketing's Use of Multi-Attribute Attitudes Models,”Journal of Marketing Research, 10 (November 1973), pp. 428–41.CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 1980

Authors and Affiliations

  • John H. Lindgren
    • 1
  • Leonard J. Konopa
    • 2
  1. 1.University of VirginiaUSA
  2. 2.Kent State UniversityKentUSA

Personalised recommendations