Marketing’s attitude problem stems from the expectation that consumer behavior can be predicted from measures of beliefs, attitudes, and intentions regardless of situational factors. This expectation, which has underlain research in social psychology and sociology as well as marketing for decades, is problematic for two reasons. The first is that it is often not borne out by empirical evidence (Davies, et al. 2002; Foxall, 1983, 1997a, b). The second is that although attitude research has improved dramatically in predictive power in recent years, notably through the incorporation of cognitive measures that attempt to capture situational effects, there is no systematic account in marketing thought or practice to show how situations are implicated in the formation of attitudes and how attitudes can predict and explain actions. There is not even a generally held view of how the word itself should be used.
KeywordsConsumer Behavior Consumer Research Consumer Choice Marketing Research Marketing Manager
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