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What is Understanding Consumer Attitudes about?

1) The chapter discusses the importance of understanding attitudes and their complexity. Attitudes are formed in several ways and influence preferences and actions. 2) Attitudes serve functional purposes like utilitarian, value-expressive, ego-defensive, and knowledge functions. Marketers develop strategies based on these functions. 3) Attitudes have three components - affect, behavior, and cognition - and their impact depends on motivation. Models like the ABC model and hierarchies of effects are used

Author

karimanrlf

Language

EN