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The Role of Attitude Accessibility in the Attitude-to-Behavior Process

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  • Fazio, Russell H
  • Powell, Martha C
  • Williams, Carol J

Abstract

Attitudes toward a number of products and the accessibility of those attitudes as indicated by the latency of response to an attitudinal inquiry were assessed. Subjects with highly accessible attitudes toward a given product displayed greater attitude-behavior correspondence than did those with relatively less accessible attitudes. Furthermore, subjects with less accessible attitudes displayed more sensitivity to the salience afforded a product by its position in the front row, as opposed to the back row, than did subjects with more accessible attitudes. The implications of these data for a model of the process by which attitudes guide behavior are discussed. Copyright 1989 by the University of Chicago.

Suggested Citation

  • Fazio, Russell H & Powell, Martha C & Williams, Carol J, 1989. "The Role of Attitude Accessibility in the Attitude-to-Behavior Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 280-289, December.
    • Handle: RePEc:oup:jconrs:v:16:y:1989:i:3:p:280-89
    DOI: 10.1086/209214
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