Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Herr, P. M. 2010. Attitudes. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
A brief history of the attitude construct is provided, with special attention to key conceptual developments. A functional approach is taken, and the ability of attitudes to predict behavior and persuasion is noted. The recent focus on implicit attitudes is discussed, with an examination of the Implicit Association Test (IAT) as well as more recent developments.
- attitude-behavior consistency;
- decision making;
- attitude accessibility