Attitudes are widely regarded as one of the most important drivers of purchase behavior, so it’s no surprise that savvy marketers strive to understand and influence their target customers’ attitudes.

This paper suggests that when ad exposure is accompanied by direct experience, participants' prior product class knowledge will moderate the degree of likelihood that they will experience expectation ...

This study examined the relationships between religious orientation and components of religious attitudes. Religious orientation was measured using Batson, Schoenrade, and Ventis' (1993) Religious ...

This article series spotlights key business trends identified by the expert members of Forbes Councils. Find out if you qualify for Forbes Communications Council here. Consumers make purchases based ...