ABSTRACT
Belief-based theories have played a major role in research on attitude formation and change. According to the expectancy-value model proposed by M. Fishbein, attitude toward a behavior ultimately is changed by changing the evaluative implication of the underlying determinants. According to a belief-based explanation of the attitude change produced by the music, the change in the underlying cognitive structure caused the change in the attitude toward using the brand. The change in attitude toward the ad was secondary, reflecting the often found positive relationship between attitude toward the brand and attitude toward an ad for the brand. It is important to note that the measurement of cognitive structure with the open-ended procedure preceded the assessment of the global attitude toward the behavior and allowed ample opportunity for respondents to indicate no advantages or no disadvantages.
