ABSTRACT
Within any given product category, consumers typically can choose among a variety of specific brands. Presumably, consumers’ attitudes toward each brand (i.e., their summary evaluations) guide or influence this selection process. Indeed, such an assumption appears to be central to much advertising. Although a goal of advertising is often to increase sales, the manner in which this goal is pursued is often via social influence attempts directed at attitudes. Advertising is typically concerned with the formation of positive attitudes toward the specific product—under the assumption that such information or change will prompt corresponding behavior.
