Journal
INTERNATIONAL JOURNAL OF MANAGEMENT REVIEWS
Volume 13, Issue 4, Pages 431-451Publisher
WILEY
DOI: 10.1111/j.1468-2370.2011.00299.x
Keywords
-
Categories
Ask authors/readers for more resources
Few concepts in the marketing literature have proliferated like the concept of attitude. However, a closer look at studies investigating attitudes as consumers' responses to marketing efforts reveals a considerable diversity in perspectives about the concept of attitude and its formation. Attitudes are considered either relatively stable objectassociations, or temporarily constructed evaluations, which are formed through memory (cognitive)-based information processing or contextual and affect-based information processing. The current paper discusses and organizes these different theoretical viewpoints on what attitudes are and how they are formed. By approaching the topic through an integrative lens, the paper provides a solid conceptual foundation and roadmap for marketing researchers.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available