title: Cognitive Complexity, Attitudinal Affect, and Dispersion in Affect Ratings for Products.
abstract: The purpose of this study was to examine the relationships between cognitive complexity, attitudinal affect, and dispersion of affect scores (N = 102 male business administration undergraduates). Models of automobiles and toothpaste brands were the content domains studied. Analysis using Pearson product-moment correlation supported the hypothesis that cognitive complex Ss had a lower level of affect and greater dispersion of affect scores than did simpler Ss.
authors.affiliation: a Department of Management and Marketing , College of Commerce and Business Administration, The University of Alabama , USA.
authors.forename: Richard M
authors.initials: RM
authors.lastname: Durand