How Attitudes Influence Consumer Behavior

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Anneke Zwart, Student (University), Netherlands
According to the Theory of Planned Behavior (TPB), behavioral beliefs produce a favorable or unfavorable attitude toward the behavior. The attitude toward the behavior (plus 2 other things) then leads to the formation of a behavioral intention. Fishbein elaborated also on how attitudes influence consumer behavior. According to Fishbein, attitudes are made up of three components:
  1. SALIENT BELIEFS: this refers to the thoughts and beliefs and thoughts that an individual experiences and gains when evaluating a particular good or service (attitude object).
  2. OBJECT-ATTRIBUTE LINKAGES: this refers to the probability that a particular attribute of the attitude object is important.
  3. EVALUATION: this refers to the evaluation of each of the attributes of an attitude object. It evaluations the level of importance of the attributes of an attitude object.
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