The A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice

  title={The A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice},
  author={Joseph R. Priester and Dhananjay Nayakankuppam and Monique A. Fleming and John Godek},
  journal={Journal of Consumer Research},
This research investigates the influence of attitudes and attitude strength on consideration and choice. Three experiments provide support for the Attitude and Attitude Strength, Consideration and Choice (A2SC2) Model, which hypothesizes that (a) attitude strength moderates the influence of attitudes on consideration, such that attitudes guide consideration more for strongly held attitudes than for weakly held attitudes and (b) consideration of a brand mediates the influence of attitudes and… Expand

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