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

15 Pages Posted: 2 Feb 2014

See all articles by Joel Cohen

Joel Cohen

University of Florida - Warrington College of Business Administration

Americus Reed

University of Pennsylvania - Department of Marketing

Date Written: June 2006

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.

Suggested Citation

Cohen, Joel and Reed, Americus, A Multiple Pathway Anchoring and Adjustment (MPAA) Model of Attitude Generation and Recruitment (June 2006). Journal of Consumer Research, Vol. 33, No. June, 2006, Available at SSRN: https://ssrn.com/abstract=2388956

Joel Cohen (Contact Author)

University of Florida - Warrington College of Business Administration ( email )

Gainesville, FL 32611
United States

Americus Reed

University of Pennsylvania - Department of Marketing ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-0651 (Phone)
215-898-2534 (Fax)

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