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One similar definition given by Baron and Byrne for attitudes is: relatively lasting clusters of feelings, beliefs, and behavior tendencies directed towards specific persons, ideas, objects or groups (1984: 126)
In respect to marketing and business concerns, consumers may adjust learned attitudes over time by being exposed to the object directly (experience) or through receiving information about the object (e.g., advertising).
Attitude measurement is useful to uncover perceptions and opinions people may have about specific objects or products.
Attitude as a Hypothetical Construct
The term hypothetical construct is used to describe a variable that is not directly observable, but is measurable by an indirect means such as verbal expression or overt behavior - attitudes are considered to be such variables...
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