Lecture on Consumer Attitude Formation

Consumer Attitude is a learning predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. Most consumer attitude is borne out of experience with products and services. A person who has a bad experience with a type of car might never be persuaded to purchase that kind of car again, no matter how attractive the price offer. Attitudes are not directly observable but must be inferred from what people say or what they do.