Abstract – This paper revisits four seminal models of how marketing influences attitudes: mood mediation, cognitive response generation, situational parameters, and task mediation. Extensions of each model, as well as a new summary model, are proposed based on research into online consumer behavior. The author integrates the models along various dimensions which are relevant to particular e-marketing issues, and identifies certain challenges to attitude formation research in this setting.
Handlin, Amy H.
"Revising the Conceptual Foundations of Attitude Formation in the E-Marketing Era,"
Atlantic Marketing Journal: Vol. 4
, Article 3.
Available at: http://digitalcommons.kennesaw.edu/amj/vol4/iss2/3