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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
Discipline: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.
Issue Date:1985
Description:185 p.
Thesis (Ph.D.)--University of Illinois at Urbana-Champaign, 1985.
Other Identifier(s):(UMI)AAI8521816
Date Available in IDEALS:2014-12-15
Date Deposited:1985

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