Attitudes and Intentions
Attitudes and intentions have always been a major part of the marketers' research. Attitudes, a person's overall evaluation of a concept, is used in the integration process to see how an object is thought of and viewed. Intentions also determine most voluntary behaviors. Measures of consumers' intentions may not be perfect indicators of the actual intentions that determine the behavior. Throughout the paper, I will discuss the relationship between attitudes and intentions and the part they both play on the marketing plan.Attitude has been called "the most distinctive and indispensable concept in contemporary American social psychology." (Fishbein 1-19) And it is one of the most important concepts marketers use to understand consumers. This is because marketers have been able to use attitudes as key tools in the research process. Over the years, researchers have tried a variety of approaches to studying attitudes in an attempt to provide a more complete understanding of behavior. This behavior of consumers has thought to be strategically dependent on the attitudes of the consumers. Although the dominant approach to attitudes has changed over the years, nearly all definitions of attitude have one thing in common: they
Marketing," in Perspectives in Consumer Behavior, 3rd Research on the Rocks, eds. L. Adler and L. Crespi Objects and behaviors are the two broad types of concepts that most interest marketers. Consumers can have attitudes toward various physical and social objects including products, brands, models, stores, and people, as well as aspects of the marketing strategy. Consumers also can have attitudes toward imaginary objects such as concepts and ideas. It does not matter if the object is real or perceived it still has relevance to consumers whether it is a brand like Coca-Cola or if it is an idea like having car alarms in all of the 2001 models. A 1997 survey of Americans' attitudes toward pollution and the (Chicago: American Marketing Association, 1968),
Some common words found in the essay are:
Thurstone Fishbein, , Consumer Research, Marketing Association, Research Society, Research December, consumer research, Consumer Behavior, Scott Foresman, attitudes intentions, Guiford Press, Research June, overall evaluation, consumers' intentions, purchase behaviors, lutz provo ut, richard lutz, provo ut, ut association, 13 ed, ed richard, association consumer research, provo ut association, ut association consumer, beliefs attitudes intentions,
Approximate Word count = 1376
Approximate Pages = 6 (250 words per page double spaced)
|
