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The author argues that marketing research has focused too narrowly on the static structure of attitude at the expense of its informational determinants. An experimental study investigates the effects of one fundamental dimension of advertising content on the components of attitude structure. Specifically, the results suggest that the factualness/evaluativeness of a persuasive message exerts a positive effect on those beliefs considered most important; that these beliefs in turn determine affect; and that these effects of communication on attitude components are mediated by a set of intervening cognitive reactions, such as perceived message credibility. These findings suggest implications for marketing decisions, public policy, and the future course of attitude research in marketing.
Morris B. Holbrook (Wed,) studied this question.