Changes in attitudes and behaviour

Dall'Olmo Riley, Francesca (2012) Changes in attitudes and behaviour. In: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2012; 03-05 Dec 2012, Adelaide, Australia.

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Abstract

Consumers’ attitudes towards brands show great variability at the individual level, in spite of being steady, in the aggregate, between two successive interviews. While this mirrors well known patterns of “stochastic” buying behaviour, it raises the question of why individual variations in attitudinal responses occur. This paper investigates possible underlying sub-patterns in this variability. Specifically, the research is concerned with systematic sub-patterns occurring between individual behaviour changes and individual attitude changes at two interviews. In practice, “heavier” buyers of a brand are found to give rather higher attitudinal responses than “lighter” buyers do. There are also further sub-patterns which are discussed in the paper.

Item Type: Conference or Workshop Item (Paper)
Event Title: Australian and New Zealand Marketing Academy (ANZMAC) Conference 2012
Uncontrolled Keywords: brand beliefs, purchase frequency, longitudinal studies
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
Depositing User: Francesca Dall'Olmo Riley
Date Deposited: 12 Dec 2014 13:43
Last Modified: 12 Dec 2014 13:43
URI: http://eprints.kingston.ac.uk/id/eprint/29829

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