Attitudinal Predictions of Choices of Major Appliance Brands

A reinterview study showed that awareness and attitudes toward major appliance brands were only weakly related to subsequent brand choices. Such attitudes are formed mainly through a process of learning without involvement, and are particularly susceptible to change during the period of active search prior to the purchase decision. A significant exception was the group of brands using a full line strategy, supported by national advertising, where prior attitudes had a significant relationship with the brand chosen.