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The marketing organisation needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. The relevant internal psychological process that is associated with the alternative evaluation stage is attitude formation. Belch and Belch (2007, p...
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Belch and Belch (2007, p.117) note that attitudes are 'learned predispositions' towards an object. Attitudes comprise both cognitive and affective elements - that is both what you think and how you feel about something. The multi-attribute attitude model explains how consumers evaluate alternatives on a range of attributes...
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