Attitudes

Attitudes

1. Beliefs

   • A consumer may hold both positive beliefs toward an object
   • Since a consumer holds many beliefs, it may often be difficult to get down to a “bottom line”

2. Affects

   • Consumers also hold certain feelings toward brands or other objects

3. Behavioral Intention

   • The behavioral intention is what the consumer plans to do with respect to the object

4. Consistency

   • Ability
   • Competing demands for resources
   • Social influence
   • Measurement problems