eliefs and Attitudes
The process of learning results in beliefs and attitudes and they influence buying behaviour. A belief is a descriptive thought that a person holds about something.
Advertising seeks to increase people’s beliefs in the product knowing fully well that it is beliefs that constitute product and brand images. For instance, the beliefs in imported goods have given them competitive edge over their made- in-Nigeria counterparts. The ongoing efforts by the Federal Government towards changing these beliefs are designed to encourage local manufacturing.
Government needs to provide the infrastructure- electric power roads, water and transportation- that will enable rapid industrialization.
On the other hand, an attitude is a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object.
The attitude people have towards such things as religion, politics, goods and services put them into a frame of mind of liking or disliking these things. Attitude tends to be enduring because once an attitude is formed it is consistent and difficult to change.
Attitude has three components namely cognitive, affective and conative. Cognitive is concerned with the person’s knowledge of a situation; affective deals with the overall feelings about an object; while conative has to do With the resultant behaviour or actions.