ABSTRACT
This chapter discusses the idea of attitude' which can be especially meaningfully discussed in terms of the many competing theories. It describes that which have been advanced during the last several decades to account for observations of attitudinal behavioral relationships, and these theories may be understood only within the paradigmatic frameworks within which they have developed. The chapter examines the nature of marketing as a persuasive force which modifies consumer behavior through the antecedent alteration of consumers' attitudes. This is contrasted with the far less prevalent view that marketing communications exert only a weak influence and that attitudinal change occurs after behavioral change, or can only be inferred from behavioral responses. These are paradigms of cognitive psychology and behaviorism, each of which has unique implications for marketing management and research. The chapter discusses the social psychological literature but also accommodates relevant findings from consumer research. It draws conclusions with respect to consumer research, the explanation of marketing behavior and marketing management.
