Belief, Affect, and Attitude: Alternative Models of the Determinants of Attitude

A recent debate in the "Journal of Consumer Psychology" illustrates many of the unresolved issues concerning the development and application of models to predict attitude. A central issue in the debate is whether a noncognitive factor, such as affect, may exert a direct influence on attitude, or whether its influence is mediated by the cognitive structure. We describe the results of two studies designed to determine (a) whether affect and attitude are separate constructs and (b) whether affect influences attitude independently of cognitive structure. The studies address the methodological criticisms levied against previous research and provide results to indicate that affect does influence attitudes directly and independently of cognitive structure.