How Attitudes Influence Consumer Behavior
Anneke Zwart, Student (University), Netherlands, Moderator
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:
Those three components need to be considered when measuring attitudes towards a certain product or service, because they all influence the overall attitude of an individual towards a good or service.
- 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).
- OBJECT-ATTRIBUTE LINKAGES: this refers to the probability that a particular attribute of the attitude object is important.
- 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.
Source: Dean, G. (2010) “Understanding Customer Attitudes” Marketography