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What is Consumer Attitudes in Marketing Research about?

The document discusses two main theories of consumer attitudes: functional theory and constructive theory. Functional theory views attitudes as memory-based associations that are recalled from past experiences. Constructive theory sees attitudes as temporary evaluations formed based on current contextual goals and information processing. Both theories agree attitudes are not entirely dependent on product attributes and can be influenced by other factors like goals and emotions. Contemporary research in

Author

Aninda Dutta

Language

EN