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A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment

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  • Joel B. Cohen
  • Americus Reed II

Abstract

The Multiple Pathway Anchoring and Adjustment (MPAA) model integrates prior research on attitude formation, accessibility, strength, and attitude-behavior relationships and responds to key challenges to the traditional view of attitudes as enduring predispositions that guide behavior. The MPAA model emphasizes multiple pathways to attitude formation, including outside-in (object-centered) and inside-out (person-centered) pathways. The model also provides a nonoverlapping cognitions rationale for the coexistence of competing attitudes. The MPAA model introduces two subjective assessment criteria (representational and functional sufficiency) to explain how an anchoring and adjustment process functions to permit attitudes to guide behavior. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Joel B. Cohen & Americus Reed II, 2006. "A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 1-15, June.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:1:p:1-15
    DOI: 10.1086/504121
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    2. Beeler, Lisa & Zablah, Alex & Johnston, Wesley J., 2017. "How critical events shape the evolution of sales organizations: A case study of a business-to-business services firm," Journal of Business Research, Elsevier, vol. 74(C), pages 66-76.
    3. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    4. J. Andrew Petersen & V. Kumar & Yolanda Polo & F. Javier Sese, 2018. "Unlocking the power of marketing: understanding the links between customer mindset metrics, behavior, and profitability," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 813-836, September.
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    6. Elen, Maarten & D'Heer, Evelien & Geuens, Maggie & Vermeir, Iris, 2013. "The influence of mood on attitude–behavior consistency," Journal of Business Research, Elsevier, vol. 66(7), pages 917-923.
    7. Francisco Sarabia-Andreu & Francisco J. Sarabia-Sánchez & Pablo Moreno-Albaladejo, 2019. "A New Attitudinal Integral-Model to Explain Green Purchase Intention," Sustainability, MDPI, vol. 11(22), pages 1-17, November.
    8. Carlos Orús & Raquel Gurrea & Carlos Flavián, 2017. "Facilitating imaginations through online product presentation videos: effects on imagery fluency, product attitude and purchase intention," Electronic Commerce Research, Springer, vol. 17(4), pages 661-700, December.
    9. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    10. Waites, Stacie F. & Farmer, Adam & Collier, Joel, 2024. "Good people good planet: Investigating the interconnection between social and environmental sustainability," Journal of Business Research, Elsevier, vol. 184(C).
    11. Ben Q. Liu & Dale L. Goodhue, 2012. "Two Worlds of Trust for Potential E-Commerce Users: Humans as Cognitive Misers," Information Systems Research, INFORMS, vol. 23(4), pages 1246-1262, December.
    12. Nicholas McClaren, 2015. "The Methodology in Empirical Sales Ethics Research: 1980–2010," Journal of Business Ethics, Springer, vol. 127(1), pages 121-147, March.
    13. Doreen Kum & Yih Lee, 2011. "The joint effects of advertising and product trial: A source-monitoring perspective," Marketing Letters, Springer, vol. 22(3), pages 213-226, September.
    14. James Agarwal & Madelynn Stackhouse & Oleksiy Osiyevskyy, 2018. "I Love That Company: Look How Ethical, Prominent, and Efficacious It Is—A Triadic Organizational Reputation (TOR) Scale," Journal of Business Ethics, Springer, vol. 153(3), pages 889-910, December.
    15. Roland L. Leak & Kimberly R. McNeil & David Crockett, 2021. "Does history really matter: Investigating historical branded executions' effects on contemporary consumer attitudes," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 445-463, June.

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