Abstract
This article uses the tricomponent model of attitude as a theoretical foundation. The model is operationalized as follows: (1) attribute perceptions; (2) affective responses; and (3) personality congruence. The objectives are to (1) assess the unique impact of each component of attitude on preference and (2) to examine the differential impact of components of attitude on preference across four products representing two classes of buying motive: utilitarian and hedonic. With two exceptions, each component of A b makes a unique and significant contribution to explaining brand preference across products. However, contrary to expectations, attributes have the greatest total impact on preference regardless of buying motive.
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