What’s In and What’s Out: Questions on the Boundaries of the Attitude Construct

While reasonably comprehensive in nature, Cohen and Reed’s integrative attitude model may benefit from an articulation of the boundaries of the attitude construct. As evidence, the present comment focuses on the extent to which attitudes can or should account for hot affect‐based brand relationships and stronger forms of behaviors consumers reveal with brands. The authors recommend that the boundary conditions of the attitude construct can be elucidated by differentiating attitudes from a construct termed “emotional attachment.” Potential differences between these two constructs are articulated.