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Peer reviewedReddy, Srinivas K.; LaBarbera, Priscilla A. – Multivariate Behavioral Research, 1985
The application and use of hierarchical models is illustrated, using the example of the structure of attitudes toward a new product and a print advertisement. Subjects were college students who responded to seven-point bipolar scales. Hierarchical models were better than nonhierarchical models in conceptualizing attitude but not intention. (GDC)
Descriptors: Advertising, Affective Measures, Attitude Measures, Attitudes
