The Behaviour of Consumers’ Attitudes

Part of the Macmillan Studies in Marketing Management book series (STMM)


To refer to the tendency or inclination to behave consistently in some particular way as an ‘attitude’ or as corresponding to an ‘attitude’ is to use the term metaphorically. ‘Attitude’ implied originally the literal leaning of a building or bodily posture and has only comparatively recently been used to describe behaviour, opinions or their underlying patterns of thought. Figurative uses of words are seldom as rigorously circumscribed as their literal applications and there is a range of definitions of attitude in psychology and marketing. There is some agreement that the term refers to ‘a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object’ but, as Fishbein and Ajzen demonstrate, even this is a highly ambiguous statement and permits a variety of methodologies and explanations of behaviour.1


Behavioural Intention Situational Factor Consumer Research Consumer Choice Normative Belief 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Chapter 3

  1. M. L. DeFleur and F. R. Westie, ‘Attitude as a Scientific Concept’, Social Forces, vol. 42, no. 1 (1963) pp. 17–31.CrossRefGoogle Scholar
  2. I. Ajzen and M. Fishbein, Understanding Attitudes and Predicting Social Behaviour (Englewood Cliffs: Prentice-Hall, 1980).Google Scholar
  3. M. Fishbein and I. Ajzen, Belief, Attitude, Intention and Behaviour (Reading, Mass.: Addison-Wesley, 1975).Google Scholar

Copyright information

© Gordon R. Foxall 1983

Authors and Affiliations

  1. 1.Cranfield School of ManagementUK

Personalised recommendations