Consumers’ positive or negative cognitive evaluation, emotional feelings and behavioral appreciation of a certain thing or concept

adaptive function

self-defense function

knowledge or cognitive function

value expression function

Consumer attitudes will affect their judgment and evaluation of product brands

Attitude affects consumers’ learning interest and learning effect

Attitude affects consumers' purchasing intention and then purchasing behavior

distance measurement

Physiological Response Measurement Form

task completion method

People's attitudes are gradually acquired and developed mainly through three learning methods: associative reinforcement and imitation.

The final attitude of consumers is determined by the relative intensity of approach and avoidance factors. If the intensity exceeds avoidance, an overall positive attitude will be formed, and vice versa, a negative attitude will be formed.

equilibrium theory

Cognitive-emotional congruence theory

cognitive dissonance theory

In many cases, we do not know our true attitudes. At this time, we usually make inferences about our attitudes based on our behavior or the environment in which our behavior occurs.

Changes in consumers’ attitudes towards marketing objects depend on the type and intensity of cognitive responses

communicator's credibility

The credibility of the transmitter

degree of belief

level of involvement

personality factors

gender differences

forewarned

distracted

vaccination

repeat