, WHAT ARE ATTITUDES?
An attitude is a learned predisposition to behave in a
consistently favorable or unfavorable way with respect
to a given object.
Consumer attitude may be defined as a feeling of
favorableness or unfavorableness that an individual
has towards an object. Consumer attitude basically
comprises of beliefs towards, feelings towards and
behavioral intentions towards some objects.
, The attitude ‘object’
The word object in our consumer-oriented
definition of attitude should be interpreted broadly to
include specific consumption- or marketing-related
concepts, such as product, product category, brand,
service, possessions, product use, causes or issues,
people, advertisement, Internet site, price, medium or
retailer.
, Attitudes are learned
predispositions
There is general agreement that attitudes are learned.
This means that attitudes relevant to purchase behavior are
formed as a result of direct experience with the product,
word-of-mouth information acquired from others, or
exposure to mass-media advertising, the Internet and
various forms of direct marketing (e.g. a retailer’s catalogue).
It is important to remember that although attitudes may
result from behavior, they are not synonymous with
behavior. Instead, they reflect either a favorable or an
unfavorable evaluation of the attitude object. As learned
predispositions, attitudes have a motivational quality, that is,
they might propel a consumer towards a particular behavior
or repel the consumer away from a particular behavior.
An attitude is a learned predisposition to behave in a
consistently favorable or unfavorable way with respect
to a given object.
Consumer attitude may be defined as a feeling of
favorableness or unfavorableness that an individual
has towards an object. Consumer attitude basically
comprises of beliefs towards, feelings towards and
behavioral intentions towards some objects.
, The attitude ‘object’
The word object in our consumer-oriented
definition of attitude should be interpreted broadly to
include specific consumption- or marketing-related
concepts, such as product, product category, brand,
service, possessions, product use, causes or issues,
people, advertisement, Internet site, price, medium or
retailer.
, Attitudes are learned
predispositions
There is general agreement that attitudes are learned.
This means that attitudes relevant to purchase behavior are
formed as a result of direct experience with the product,
word-of-mouth information acquired from others, or
exposure to mass-media advertising, the Internet and
various forms of direct marketing (e.g. a retailer’s catalogue).
It is important to remember that although attitudes may
result from behavior, they are not synonymous with
behavior. Instead, they reflect either a favorable or an
unfavorable evaluation of the attitude object. As learned
predispositions, attitudes have a motivational quality, that is,
they might propel a consumer towards a particular behavior
or repel the consumer away from a particular behavior.
