The Case for Noncognitive Determinants of Attitude: A Critique of Fishbein and Middlestadt

In this article, we raise several concerns regarding Fishbein and Middlestadt's (F & M; 1995) analysis of noncognitive attitudinal effects. First, we question F & M's focus on correlational evidence and review experimental evidence concerning non-cognitive influences on attitudes that are immune to F & M's criticisms. Second, we note the potential for interpretations of the F & M findings that sustain the possibility of the influence of noncognitive factors in attitude formation. In making a case for noncognitive effects on attitude, we recommend an increased emphasis on identifying the particular processes by which such effects might occur.

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