A comparative analysis of multiattribute attitude models

In the consumer behavior context, multiattribute attitude models used to predict consumer choice in multiple criteria decision making situations have produced mixed results. Prediction of consumer behavior from attitudes, consequently, has been highly debated in recent years with researchers using beliefs-only, full, and extended multiattribute attitude models. The research underlying this paper was designed to compare the predictive superiority of the beliefs-only model, the full multiattribute attitude model, and a new representation identified as the combined multiattribute/determinant attribute attitude model. Data concerning patronage of fast-food chains were collected from a student panel for seven weeks. Predictive superiority was determined by average adjusted R² using the patronage behavior dependent variable. All models were tested in aggregated and disaggregated form.