Consumer Attitudes Revisited: A Review of Attitude Theory in Marketing Research
Article first published online: 9 MAR 2011
© 2011 The Authors. International Journal of Management Reviews © 2011 British Academy of Management and Blackwell Publishing Ltd.
International Journal of Management Reviews
Volume 13, Issue 4, pages 431–451, December 2011
How to Cite
Argyriou, E. and Melewar, T.C. (2011), Consumer Attitudes Revisited: A Review of Attitude Theory in Marketing Research. International Journal of Management Reviews, 13: 431–451. doi: 10.1111/j.1468-2370.2011.00299.x
- Issue published online: 4 NOV 2011
- Article first published online: 9 MAR 2011
Few concepts in the marketing literature have proliferated like the concept of attitude. However, a closer look at studies investigating attitudes as consumers' responses to marketing efforts reveals a considerable diversity in perspectives about the concept of attitude and its formation. Attitudes are considered either relatively stable object–associations, or temporarily constructed evaluations, which are formed through memory (cognitive)-based information processing or contextual and affect-based information processing. The current paper discusses and organizes these different theoretical viewpoints on what attitudes are and how they are formed. By approaching the topic through an integrative lens, the paper provides a solid conceptual foundation and roadmap for marketing researchers.