Consumer Attitudes

Attitudes are a learned orientation or predisposition to a given situation, person, object or idea resulting in a tendency to respond favourably or unfavourably. There are three main components to an attitude: the cognitive, affective and conative. The cognitive dimension refers to knowledge or information possessed about the fashion product, service, image, store or prices; the knowledge possessed by the consumer may not be accurate or complete, but it is what is believed to be the truth by the consumer. The affective dimension is concerned with consumer feelings about fashion marketing offerings and is measured in terms such as like and dislike or good and bad.
The conative aspect provides the behavioural aspect of attitudes and is usually expressed in terms of an intention, or not, to buy within a specified time. Thus a consumer may know of a new range from
Missonia and of the colours, prices and sizes available; the consumer may like the new range and moreover intends to purchase a new sweater within the next seven days.
Fashion marketers are interested in consumer attitudes as they are seen to be closely linked to behaviour. A simple model of the link
between attitudes and buying behaviour is shown in figure 3.6.
The model below oversimplifi es matters somewhat as it is argued that sometimes attitudes emerge or become manifest after purchase.
Other writers contend that liking may precede knowledge in certain.
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