Understanding consumer attitudes on the deepest, most fundamental level has never been more vital to marketers across all industries.

Understanding attitudes begins with understanding the consumer behavior theory that underlies attitude formation and change. Throughout my research for a textbook I wrote last year, Consumer ...

In this article, we develop a conceptual model to explain how previously acquired knowledge is transferred in the process of consumer learning. Augmenting analogical learning theory with research on ...

More important, our results suggest that consumers' product attitudes are based on their beliefs about product claims, but only when the desirability of those claims is made explicit. Founded in 1974, ...