How Attitudes Influence Consumer Behavior

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Anneke Zwart
Student (University), Netherlands

How Attitudes Influence Consumer Behavior

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.
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.
Source: Dean, G. (2010) “Understanding Customer Attitudes” Marketography

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