Attitudes
An attitude describes a person‘s relatively consistent evaluations, feelings, and tendencies toward an object or an idea. Attitudes put people into a frame of mind for liking or disliking things and moving toward or away from them.
Our attitudes toward a firm and its products as consumers greatly influence the success o r failure
of the firm‘s marketing strategy.
Attitudes and attitude change are influenced by consumer‘s personality and lifestyle. Consumers screen information that conflicts with their attitudes. We distort information to make it consistent and selectively retain information that reinforces our attitudes, in other words, brand loyalty.
But, there is a difference between attitude and intention to buy (ability to buy).
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