‘Marketing is all about user perception and behavior’. How many of you know what they mean? How does attitude change consumer behavior?
Let us take an example:
Ravi goes for a drive with his

girlfriend Neena at 4 PM. He takes the most untraveled route towards a dense jungle. The road was narrow and curling like a snake. Everything was painted green except the brown leaves on the narrow road. As the time passed Neena started getting scared of the dense jungle and the jungle noise. The noise of the jungle conquered the sound of their bike. Suddenly they saw a beautiful view of a waterfall amidst the dense greenery. They had their time of the life and returned after the sunset.
Neena and Ravi experienced the same ambience and atmosphere but they saw things from a different perspective.

Neena perceived the jungle as scary and Ravi perceived it as challenging. They both perceived the waterfall as beautiful and had their time of the life.
Now the behavior towards this experience after they developed a perception is called attitude. Ravi would be thrilled about this ride, whereas Neena could be cautious. Neena might develop a different attitude towards such experience.

Summing up: Attitude is a consequence of perception. It may be cognitive, behavioral or affective. Most of the times Attitude is a combination of the above factors.

Rogues

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