Cognitive Complexity, Attitudinal Affect, and Dispersion in Affect Ratings for Products

Richard M. Durand

10 citations0/0 files storedThe Journal of Social Psychology

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Consumer Behavior in Brand Consumption and Identification Social and Intergroup Psychology Color perception and design

Abstract

The purpose of this study was to examine the relationships between cognitive complexity, attitudinal affect, and dispersion of affect scores (N = 102 male business administration undergraduates). Models of automobiles and toothpaste brands were the content domains studied. Analysis using Pearson product-moment correlation supported the hypothesis that cognitive complex Ss had a lower level of affect and greater dispersion of affect scores than did simpler Ss.

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1964Progress in experimental personality research 1968Readings in Attitude Theory and Measurement 1963Functions of Varied Experience 1965Cognitive complexity and impression formation.1971Personality theory and information processing 1975A Comparison of Four Multi-Attribute Models in the Prediction of Consumer Attitudes 1964Cognitive complexity and primacy-recency effects in impression formation.1975Complexity, extremity, and affect in male and female judgments1

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1988Les styles cognitifs des consommateurs

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