| Author: | Bagozzi, R. P. |
| Title: | The rebirth of attitude research in marketing. |
| Journal: | Journal of the Market Research Society
1988 : APR, VOL. 30:2, p. 163-195 |
| Index terms: | MARKETING RESEARCH METHODOLOGY ATTITUDES EXPECTANCY THEORY MODELS |
| Language: | eng |
| Abstract: | Attitude research is discussed. Literature about the topic is reviewed. Shortcomings of contemporary attitude research are pointed out. Emerging novel ways of approaching the subject are introduced. Normative models are described and analyzed. Expectancy-value models are discussed and evaluated. Viewpoints dominating contemporary conceptualizations of attitude structure are highlighted. Attitude formation and the change process is examined. The theory of goal-directed behavior is outlined. Examples are illustrating the models presented. The halo effect is analyzed. Research developments are summarized together with future opportunities. |
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