Abstract
If someone were to ask you ‘do you like Coca Cola?’ they would be trying to find out your attitude towards the product. If you answered ‘yes’ to that question you would have a lot of company as Coca Cola is generally considered the most powerful brand image in the solar system.1 Many people, therefore, must have a favourable attitude towards the product.
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Further Reading
Eagly, A. and S. Chaiken, The Psychology of Altitudes (Chicago: Harcourt Brace Jovanovich, 1993). A very good survey of an enormous amount of research and thinking in this field.
Kuhl, J. and J. Beckmann (eds), Action Control: From Cognition to Behavior (New York: Springer-Verlag, 1985). An authoritative overview of the links between attitudes and behaviour.
Mitchell, A. (ed.), Advances in Consumer Behavior: Ad Exposure, Memory and Choice (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992). An overview of the attitude-behaviour links with specific relevance to consumer behaviour.
Robertson, T. and H. Kassarjian (eds), Handbook of Consumer Behavior (Englewood Cliffs, NJ: Prentice-Hall, 1991). The authoritative account of the most important concepts used in research on consumer behaviour. The 1991 edition has some particularly useful articles on attitudes.
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© 1997 David A. Statt
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Statt, D.A. (1997). Attitudes. In: Understanding the Consumer. Palgrave, London. https://doi.org/10.1007/978-1-349-25438-5_13
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DOI: https://doi.org/10.1007/978-1-349-25438-5_13
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