Mapping Out Marketing

ENTRY #15     How do attitudes affect brands?

Richard J. Lutz

JCPenney Professor of Marketing, Warrington College of Business, University of Florida

The attitude construct has enjoyed decades of research, initially in social psychology and subsequently in marketing and consumer research. An attitude is generally defined as a learned predisposition to respond in a consistently favourable or unfavourable manner to some object. The object can be a person, an idea, etc. In marketing research, much attention has focused on consumers’ attitudes toward brands and advertising.

A particularly influential theory of attitude that originated in psychology ...