Consumer Attitudes

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2.4.1 Attitudes
The study of attitudes has become an important aspect in both the arena of advertising and consumer behavior. A possible reason behind this is that it helps predicting consumer behaviors such as purchase decision, brand choice and evaluation (De Mooij, 2010; Leon, Schiffman, Kanuk, & Hansen, 2012; Mitchell & Olson 1981; Schiffman & Kanuk, 2004; Solis, 2011). It is stated that anything that an individual has an attitude or internal evaluation is regarded as an attitude objective (Solomon et al., 2010). Attitudes also to a great extent influence an individual’s decision-making (Fill, 2009) and purchase behavior (Leon, Schiffman, Kanuk, & Hansen, 2012). Schiffman and Kanuk (2004) also suggested that consumers’ preference depends …show more content…

It is predominantly accepted by previous scholars that attitudes comprise three components: cognition, affect and conation (Ajzen, 2005; Evans et al., 2008; Schmoll, Hafer, Hilt, & Reilly, 2006; Solomon et al., 2010; Schiffman & Kanuk, 2004). These three constructs of attitudes illustrate the relationship between learning, feeling and doing (Evans et al., 2008; Solomon et al., 2010). Figure 2.3 illustrates the simple demonstration of the tri-component attitude …show more content…

This component can be related to an individual’s loyalty to the brand, purchase intentions or actual buying behavior towards the attitude object (Broderick and Pickton, 2005; Evans et al., 2008). The purchase behavior of an individual is believed to be influenced by the cognitive and affective components of attitudes (Evans et al., 2008). In the field of marketing and consumer behavior research, the conative component is often regarded as an expression of the consumers’ intentions to purchase (Leon, Schiffman, Kanuk, & Hansen,

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