Consumer Attitudes: Structures of Theoretical Models

Abstract

This paper aims to provide an organized notion of attitude-behaviour theories born from consumer behavioral literature. The marketing researcher can distinguish certain limitations and uses concerning measurement of this construct – attitude – often developed by academic research of consumer behavior in order to understand the process of buying or choice. It was intended to provide didactic explanations about the understanding and processes related to attitudes based on a classification of empirical research. This study proposes a research agenda in the area, thus new strategic research may be developed and undertaken in marketing.    

DOI: 10.5585/remark.v9i2.2145