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|Title:||Integrating Contemporary Attitude Theory With the Concept of Commitment (Involvement, Smoking)|
|Author(s):||Leonard, Thomas L.|
|Department / Program:||Business Administration|
|Degree Granting Institution:||University of Illinois at Urbana-Champaign|
|Subject(s):||Business Administration, Marketing|
|Abstract:||The concept of involvement is being increasingly recognized as an important factor in understanding consumer buying behavior. In this study commitment to cigarette smoking was compared with commitment to the consequences of smoking. Commitment model formulations resembling three compensatory attitude models were investigated: the Fishbein attitude model, a weighted-average model, and the Vector model.
Operationally defining 'commitment' very closely to 'ego involvement' as proposed by social judgement theory, 246 subjects' commitment to smoking, as well as their commitment to its consequences, were measured. Static correlational tests employing a cross-validation design were moderately encouraging for the weighted-average model. The other two formulations were not supported.
Social judgement theory suggests that messages are perceptually distorted according to one's position on an issue and his degree of involvement in the issue. In an experimental setting, the subjects were presented with one of two messages about a consequence of cigarette smoking, 'getting lung or throat cancer.' Analyses of variance of their perceptions of the messages provided no additional support for the weighted-average model.
Social judgement theory also posits that a person's position on an issue and his degree of ego involvement in the issue affect his change in attitude after message reception. A multiple analysis of subjects' changes in attitude once again provided no support for the weighted-average model.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 1985.
|Date Available in IDEALS:||2014-12-15|
This item appears in the following Collection(s)
Dissertations and Theses - Business Administration
Graduate Dissertations and Theses at Illinois
Graduate Theses and Dissertations at Illinois