the attitudinal object used in the study consisted of three major brands of hair shampoo. The choice of the hair shampoo as the study object was largely influenced by a high degree of familiarity and a low degree of brand loyalty. On the basis of a prior pilot study using 64 randomly recruited subjects, eight consistently salient beliefs were selected. These were dandruff control, cleaning hair, manageable hair, lathering, nondrying of scalp, pleasant smell, conditioning, and soft hair