Concepedia

The A<sup>2</sup>SC<sup>2</sup>Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice

Joseph R. Priester, Dhananjay Nayakankuppam, Monique A. Fleming, John Godek

Journal of Consumer Research · 2004 · 175 citations · 43 references

DOI

Concepts

Abstract

This research investigates the influence of attitudes and attitude strength on consideration and choice. Three experiments provide support for the Attitude and Attitude Strength, Consideration and Choice (A2SC2) Model, which hypothesizes that (a) attitude strength moderates the influence of attitudes on consideration, such that attitudes guide consideration more for strongly held attitudes than for weakly held attitudes and (b) consideration of a brand mediates the influence of attitudes and attitude strength on choice.

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