Abstract
Recently, there has been a considerable amount discussion concerning the role of affect in shaping consumer behavior. This discussion has resulted in a second look at some multiattribute attitude models. This paper investigates the theoretical aspects of a model which suggested consumer affect for a product attribute may vary depending on the amount of the attribute being evaluated.
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Brock, R.K., Kelley, C.A. (2015). An Exploratory Investigation into Varying Patterns of Affect. In: Hawes, J.M., Glisan, G.B. (eds) Proceedings of the 1987 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17052-7_22
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DOI: https://doi.org/10.1007/978-3-319-17052-7_22
Publisher Name: Springer, Cham
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