An empirical study on the roles of attitudes and attitude strength in stimulus-based decision-making

자극기반 의사결정과정에서 태도와 태도강도의 역할에 관한 실증연구

  • Beom, Sang-Kyu (Department of Business Administration, Konkuk University) ;
  • Song, Kyun-Suk (Department of Business Administration, Konkuk University)
  • Published : 2009.05.31


This research has found logical data directly influencing forming consideration set and attitude and attitude strength under the choosing situation based on memory-base proposed by Priester et. al (2004). We've examined the possibility of model extension through physical salient strength according to the location of product display as an external stimulate factor and attitude and attitude strength, consideration set and role on variable choice. Especially, this research practically proposed the method measuring directly the attitude on behavior instead of seeing the intension of behavior or behavior by measuring the behavior itself based on existing experiment methods and applied logistics regression analysis. In conclusion, this research confirmed the possibility of generalization of this model by verifying appropriateness through logical background and actual analysis based on stimulus-base proposed model characters as an integrated model relation between attitude in stimulus-based relation and decision-making.


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