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What is Understanding Consumer Attitudes about?

This chapter discusses the importance of understanding consumer attitudes. It defines attitudes and explains how they are formed through different functions and models, including the ABC model. The chapter also covers how attitudes can be measured using multi-attribute models like the Fishbein model. Maintaining consistency is important, as attitudes can change to resolve cognitive dissonance. Marketers can apply this knowledge of attitudes to better target consumers and influence product perceptions.

Author

Vamsi Nallapaneni

Language

EN