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The affect (feelings and emotions) and attitude (evaluative judgment based on brand beliefs) streams of research are combined to propose an integrated model of attitude and choice. The essence of the proposed model is based on the interaction effect between affect and cognition. The predictive validity of the proposed model is tested and compared to several other nested models using a regression and logit framework. Results indicate that the proposed model is significantly better than the traditional multiattribute model both in terms of percentage correctly classified and predictive validity. The proposed interaction model is also tested using structural equations modeling with gratifying results. Building on the Kenny and Judd [Psychol. Bull. 96 (1984) 201] approach, the interaction term is estimated using both the Ping [J. Acad. Mark. Sci. 22 (4) (1994) 364; J. Mark. Res. 32 (3) (1995) 336] method and Joreskog …