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A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment


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  • Joel B. Cohen
  • Americus Reed II
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    The Multiple Pathway Anchoring and Adjustment (MPAA) model integrates prior research on attitude formation, accessibility, strength, and attitude-behavior relationships and responds to key challenges to the traditional view of attitudes as enduring predispositions that guide behavior. The MPAA model emphasizes multiple pathways to attitude formation, including outside-in (object-centered) and inside-out (person-centered) pathways. The model also provides a nonoverlapping cognitions rationale for the coexistence of competing attitudes. The MPAA model introduces two subjective assessment criteria (representational and functional sufficiency) to explain how an anchoring and adjustment process functions to permit attitudes to guide behavior. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 33 (2006)
    Issue (Month): 1 (06)
    Pages: 1-15

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    Handle: RePEc:ucp:jconrs:v:33:y:2006:i:1:p:1-15

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    Cited by:
    1. Doreen Kum & Yih Lee, 2011. "The joint effects of advertising and product trial: A source-monitoring perspective," Marketing Letters, Springer, vol. 22(3), pages 213-226, September.
    2. Elen, Maarten & D'Heer, Evelien & Geuens, Maggie & Vermeir, Iris, 2013. "The influence of mood on attitude–behavior consistency," Journal of Business Research, Elsevier, vol. 66(7), pages 917-923.


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