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Tanima Dutta, Lovely Professional University Unit 7: Consumer Attitudes
Unit 7: Consumer Attitudes Notes
CONTENTS
Objectives
Introduction
7.1 Characteristics of Attitude
7.2 Functions of Attitude
7.2.1 Utilitarian Function
7.2.2 Value-expressive Function
7.2.3 Ego-defensive Function
7.2.4 Knowledge Function
7.3 Structural Models & Theories of Attitude
7.3.1 Tri-component Attitude Model
7.3.2 Multi-attribute Attitude Models
7.4 Summary
7.5 Keywords
7.6 Self Assessment
7.7 Review Questions
7.8 Further Readings
Objectives
After studying this unit, you will be able to:
State the characteristics and functions of attitude
Discuss the models of attitude
Realise how attitudes are formed
Explain the strategies of attitude change
Introduction
Martin Fishbein has reported that there are more than 100 different definitions of attitude. More
than five decades ago, Gordon W Allport presented a frequently used definition of attitudes. He
said, “Attitudes are learned predispositions to respond to an object or class of objects in a
consistently favourable or unfavourable way.”
They are the feelings and beliefs that an individual holds. Attitudes are an expression of inner
feelings reflecting his likes and dislikes and, from a retailing perspective, as applicable to retail
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