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In this article, I introduce and test the notion that attitude accessibility and attitude confidence are distinct psychological constructs, exerting independent influences on attitude‐behavior consistency. I argue that in deliberative decisionmaking situations, attitude confidence is a more influential moderator of attitude‐behavior consistency than attitude accessibility. Support for these propositions is provided by the results of an experiment that empirically triangulates the constructs and examines their influence on the attitude‐behavior relationship. Specific implications of the approach and the results for advertising strategy are discussed.
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Ida E. Berger (1992) studied this question.
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