Marketing research

The stability of Attitude and the Significance of Affective-emotional and Cognitive Components

Joachim Riedl, Sebastian Zips, Barbara Kallweit
Research on attitude has a long tradition in marketing. It has commonly been assumed that attitudes are relatively stable over time. Contrary to this hypothesis, this paper shows that merely confronting consumers with some cognitive criteria concerning brand evaluation can in fact change their rating in the short term. A…
Read more