how attitudes are formed, how they
can be measured, and review some of the surprisingly complex relationships between attitudes and behaviour. Both as a theoretical concept, and as a tool to be used in the marketplace, the notion and dynamics of attitudes remain one of the most studied and applied of
all behavioural constructs.
4
In the final part of the chapter, we will take a closer look at how
attitudes can be changed – as this is certainly an issue of prime importance to marketers