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ATTITUDE MEASUREMENT AND SCALING TECHNIQUES - PowerPoint PPT Presentation


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. ATTITUDE IS ONE OF THE MOST PERVASIVE NOTIONS IN ALL OF THE MARKETING. . PLAYS A PIVOTAL ROLE IN THE MAJOR MODELS DESCRIBING CONSUMER BEHAVIOR, AS WELL AS IN MANY, IF NOT MOST INVESTIGATIONS OF CONSUMER BEHAVIOR THAT DO NOT RELY ON A FORMAL INTEGRATED MODEL. . MANY MARKETERS BELIEVE THAT ATTITUDES DIRECTLY AFFECT PURCHASE DECISIONS AND THEIR PURCHASE AND USE EXPERIENCES, IN TURN, DIRECTLY AFFECT THEIR SUBSEQUENT ATTITUDES TOWARD THE PRODUCT OR SERVICE.

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