CONSUMER ATTITUDES

CONSUMER ATTITUDES

1. are a composite of consumer beliefs

2. Beliefs

   • positive
   • negative
   • neutral

3. Affect

   • feelings based on beliefs
   • feelings independent of beliefs

4. Behavioral Intention

   • is what you plan to do with the object
     • to buy
     • not buying

5. Attitude-Behavior Consistency

   • Ability
   • competing demands for resources
   • social influence
   • measurement problems

6. Attitude Change Strategies

   • changing affect
   • changing behavior
   • changing beliefs

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