MC5077

Consumer Insights

Attitudes & Consumer Insight

 Key Helpful Reading Either or

Szmign I. Piacentini M. (2020) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6

Solomon M. (2020) Consumer Behaviour: Buying, Having, and Being, Global Edition, 13th
Edition Pearsons Chapter 8 E book Library

Solomon M. Hogg M. Askegaard S. Bambosy M. (2019) Consumer Behavior A European

perspective   7th Edition Chapter 7 Ebook Library

Schiffman, L. Wisenblit J. (2018) Consumer Behavior, Global Edition, 12/E Pearson Education
chapter 6 E book
 Consumer insight Research
Please concentrate on quantitative methods - sampling Questionnaire design
Key Helpful Reading Either or

Wilson A. (2019) Marketing Research: Delivering customer Insight 4th Edition Red Globe press Chapter 6 , 7 & 8

Malhotra N. (2019) Marketing Research: Applied orientation 7 th Edition, Pearson E library book
Chapter 6, 10 11

Burns A. Bush R. (2017) Marketing Research, Global Edition, 8/E Pearson E library book Chapter 7, 8, 9
 Learning Outcomes

• Define the concept of attitudes as used in consumer marketing.

• Understand the main components of attitudes, the tri-component model, uni-
dimensionalist model and hierarchy of effects model.
• Discuss and evaluate the main approaches to attitude theory.
• Identify the differences between compensatory and non-compensatory models and
understand how they can be used in consumer decision-making.
• Explain the various approaches to attitude change, including persuasion models, such
as the Elaboration Likelihood Model
• Demonstrate and assess the value of attitude theory for marketing practice.
 EXTERNAL INFLUENCES
Social cultural Environment
Firms Marketing Efforts
Input Family/Friends
Marketing Mix 7Ps
Social class
Culture subculture

CONSUMER DECISION MAKING Psychological Field

Need recognition Motivation

Perception
Process Pre purchase search
Evaluation of alternatives Learning Memory
Personality
Attitudes Emotions

POST DECISION BEHVAIOUR Experience

Purchase-planned/
Output impulse
Trial Post purchase Evaluation
Repeat-habitual/loyalty
 Defining attitudes

“a learned predisposition to respond in a consistently favourable or

unfavourable manner in relation to some object”
(Fishbein & Ajzen, 1975:6)

Attitudes are specifically in relation to some specified target object:

• behaviour
• object
• person
 WHAT ARE ATTITUDES?
An attitude is a mental and neutral state of readiness organised through experience exerting a
directive influence on an individuals response to all objects and situations which with it is
associated. Allport 1954

Implications of definition
 It is a frame of reference a mental state.
An attitude is how positive or negative, favourable unfavourable or pro or con a person feels
towards an object. (Evaluation of an object).
It is a learned predisposition to respond to an object and incorporates a readiness (motivation)
to respond to an object in a predetermined manner relevant to stimuli (perception).
 It is based on subject-object relationship formed in relation to specific issues, groups.
 WHAT ARE ATTITUDES?
More recent definitions of attitude have focused on the multidimensional factors of
attitudes. Consumers perceive an object as having many attributes and form
beliefs about each of these attributes.

Characteristics of attitudes:
Attitudes have an object - By definition they must have a focal point maybe
physical (Brand, Product, Internet site, Advertisement , retail outlet)
Attitudes have direction Degree of intensity - Favourable unfavourable
Attitudes are learned- Usually formed as a result of direct experience, word of
mouth, information acquired from others
Attitudes have consistency- They are consistent with the behaviour they reflect.
But not necessarily permanent
 Attitude Formation
Attitude formation is divided into three areas
1.How attitudes are learned- Attitude formation is the result of learning e.g.
classical conditioning - Favourable brand name & association to other products

2. The sources of influence - Strongly influenced by personal experience,

family friends . Therefore stimulate trial of product sales promotions, & direct
marketing programmes

3. The impact of personality on attitude formation - The type of personality

trait influences attitude formation e.g. High Need for cognition personality types
more favourable attitude towards direct mail campaigns and ads which make
them processing information more.
 FUNCTIONS OF ATTITUDES

Cognition Instrumental function

Ego - defence
Affect Attitude function

Value-expressive
function

Conation Knowledge function

 Four functions of attitudes (Katz,
1960s)
Utilitarian - The attitude object serves some utility

Ego-defensive - The attitude object helps us to

protect our self-esteem (ego)

Value-expressive - The attitude object

expresses one’s values

Knowledge - The attitude object reduces uncertainty,

gives us the comfort of known

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
Activity
In pairs identify which attitude functions are being addressed by the following
products

Utilitarian Function The Ego-defence Function The knowledge function The value expressive
 Attitude Hierarchies
The Tricomponent (ABC) attitude model

Cognitive Component

Conative component Affective component

A fixed sequence of steps that occur en route to an attitude

 The main components of
attitudes Affective
Behavioural

The tricomponent model

Cognitive

• Affective component (feelings)

• We may feel enthusiastic about the prospect of buying books on Amazon
• We may feel angry as we recall stories of Amazon avoiding paying tax in the European
countries within which it is trading
• Behavioural component
• Intention to buy a pair of New Balance running shoes
• Intention to start composting household waste.
• Cognitive component
• Running every day is a good for our fitness
• Being fit is preferable to being unfit and perhaps overweight.

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 Uni-dimensionalist model

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 e.g. Livescribe Echo
Smartpen

Cognitions: Affect: Behaviour:

• Writes, records and • This pen is amazing – • I am likely (unlikely) to
transfers notes to makes my life so much buy this Smartpen
Mac/PC easier • I intend (do not intend)
• ‘Tapping’ function • I am really excited to wear this Smartpen
enables easy about trying it out
movement through • What an amazing
document notes product is!
•Great playback
function

Attitude:
This Smartpen is a good product, and I like it
Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 Hierarchy of effects

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 Attitude Hierarchies
The Standard Learning Hierarchy
Consumer approach decision as problem solving
process

The Low-Involvement Hierarchy

Consumer does not have strong initial preference
Consumer acts on limited knowledge
Consumer forms an evaluation only after product
trial (based on good or bad experience)

The Experiential Hierarchy

Consumer act on the basis of their emotional
reaction
 Attitude Models
Widely used models which explain how attitudes are formed and changed
& Measured
Attitudes are based on
• -The beliefs/knowledge consumers have about an object
• -The Evaluation the these beliefs
• -The models differ in terms of components of attitude and how they
should be measured
Models to consider
-Fishbein’s Multiattribute model (attitude to an object 1973)
- Fishbein and Ajzen’s theory of reasoned action (1975)
- Fishbein and Ajzen Theory of planned behaviour (1975)
- The Theory of trying to consumer
 Attitude Models
Attitude models are used to measure attitudes
The Basic Multi attribute Model Attitude to the object -
The model identifies three major factors that predict attitudes -
Salient beliefs - Attributes important to the consumer, usually formed from
information processing.
The strength of that belief - How likely is it that object x posses attribute y
Evaluation of each of the salient attributes.
 Multi-attribute models of attitude

“Our attitude towards an object is based on our beliefs about the

consequences the object has, weighted by our evaluation of the desirability
or undesirability of those consequences” (Fishbein, 1983)
 Likert scales & questionnaire design

A Likert-type scale involves a series of

statements that respondents may choose
from in order to rate their responses to
evaluative questions
Likert scales can be either unipolar,
which measures on a one-way scale,
such as from 'not at all helpful' to
'very helpful', or bipolar, which
measures two opposite forces – for
example 'agree' versus 'disagree' or
'satisfied' versus 'dissatisfied’.
Usually uses 5 point scales or 7 point
scales
Examples Likert scale
Need to include
instructions on what you
what your respondents
need to do to answer the
questions

Eg Please read the

following statements and
tick your level of
satisfaction with H & M
Osgood Sematic differential scale
questionnaire design
The semantic  differential scale  involves presenting pairs of bipolar, or opposite,
adjectives at either end of a series of scales, such as the following:
Q I feel oranges are :

Need to include instructions on

what you what your respondents
need to do to answer the
questions

Eg Please mark an X to your

level of feeling towards oranges
I feel oranges are :

source : https://www.sciencedirect.com/topics/social-sciences/semantic-differential
 Multi Attribute Model
ATTITUDES TOWARDS AN OBJECT

Beliefs about Colgate

Colgate has fluoride
Salient Beliefs
Approved by the dental association
Colgate has mint flavour Comes in pump
Colgate has blue,& white package containers
Attitude
Prevents cavities Has tartar control
towards
Gets teeth clean Colgate has mint Colgate
Comes in tubes flavour
Comes in pump containers Colgate has fluoride
Is more expensive than own label Comes in a gel
Is used by my parents
Has tartar control
 Comes in a gel Relationship between salient
Beliefs about an objects and
attitude towards the object
 Multi Attribute Models
ATTITUDES TOWARDS AN OBJECT
Measuring attitude components: Need to be measured in order to develop marketing
strategy. (Semantic differential scale used )
Example of Multiattribute model Attitude toward object
Scale used to measure beliefs (bi) about each attribute
Colgate cleans teeth effectively +3 +2 +1 0 -1 -2 -3 Colgate does not clean effectively
Colgate is high priced +3 +2 +1 0 -1 -2 -3 Colgate is low priced
Colgate is a brand I can trust +3 +2 +1 0 -1 -2 -3 Colgate is a brand I cannot trust
Colgate prevents cavities +3 +2 +1 0 -1 -2 -3 Colgate does not prevent cavities

Colgate has tartar control +3 +2 +1 0 -1 -2 -3 Colgate has no tartar control

Colgate comes in pump containers +3 +2 +1 0 -1 -2 -3 Colgate does not come in pump containers
 Multi Attribute Model-ATTITUDES TOWARDS AN OBJECT

Example of Multiattribute model Attitude toward object

(likert scale used )
Scale used to measure the evaluative component (ei)
Cleans teeth effectively Important 5 4 3 2 1 Unimportant
High priced Important 5 4 3 2 1 Unimportant
A brand I can trust Important 5 4 3 2 1 Unimportant
Prevents cavities Important 5 4 3 2 1 Unimportant
Has tartar control Important 5 4 3 2 1 Unimportant
Comes in pump containers Important 5 4 3 2 1 Unimportant
Two commonly used scales
(I) Likert summated rating scale (2) Osgood Semantic differential scale
 Multi Attribute Models -
Fishbein’s attitude toward an object model

n
Where: Ao= ∑ biei Attitude score =5 biei=29
i=1 i=1
Ao = The attitude towards the object 0
bi = The strength of the belief that the object has attribute i
ei = The evaluation of attribute i
n = The number of salient beliefs about the object
Colgate attributes Belief about Colgate Evaluation of importance bi xei
bi ei
Cleans effectively +3 5 15
High price -2 1 -2
Trustworthy brand +1 5 5
Prevents cavities +3 3 9
Pump containers +2 1 2
Overall attitude 29
 How can we think about attributes of a brand?
Immaculate Vegan
https://immaculatevegan.com/ 

Attributes
• Ethical
• Sustainable manufacturing
• Made out of non-animal leather
• Plant-Based Vegan Leathers
• Stylish
• high quality craftsman ship
• Well designed
• Offers women’s and men’s shoes 
• Wide choice of vegan brands
• Ships to UK /Europe /AMERICA
 Multi Attribute Model
ATTITUDES TOWARDS AN OBJECT
Beliefs about Immaculate
Vegan Salient Beliefs
• Ethical • Ethical
• Sustainable manufacturing • Made out of non-animal leather
•
• Made out of non-animal leather • Stylish
• Plant-Based Vegan Leathers • high quality craftsmanship
• Stylish Attitude
• Well designed
towards
• high quality craftsmanship • Offers women’s shoes Immaculat
e Vegan
• Well designed • offers men’s shoes 
• Offers women’s and men’s shoes  • Wide choice of vegan brands Relationship
between salient
• Wide choice of vegan brands Beliefs about an
objects and
• Ships to UK /Europe /AMERICA
attitude towards
the object
 Multi Attribute Models
ATTITUDES TOWARDS AN OBJECT
Measuring attitude components: Need to be measured in order to develop marketing
strategy. (Semantic differential scale used )
Scale used to measure beliefs (bi) about each attribute

Ethical +3 +2 +1 0 -1 -2 -3 un ethical

Made out of non-animal leather +3 +2 +1 0 -1 -2 -3 Made out of animal leather

Elegant stylish +3 +2 +1 0 -1 -2 -3 In elegant style

High craftsmanship +3 +2 +1 0 -1 -2 -3 Has poor craftsmanship

Well designed +3 +2 +1 0 -1 -2 -3 Poorly designed

Offers women’s shoes +3 +2 +1 0 -1 -2 -3 Has men's shoes only

 
Offer men’s shoes +3 +2 +1 0 -1 -2 -3 Has women's shoes only

 High choice of vegan brands +3 +2 +1 0 -1 -2 -3 poor choice of vegan brands

 Multi Attribute Model-ATTITUDES TOWARDS AN
OBJECT
Example of Multiattribute model Attitude toward object (Likert scale used )
Scale used to measure the evaluative component (ei)
Q. Please circle and rate the level of importance for choosing Immaculate Vegan shoes

Ethical Important 5 4 3 2 1 Unimportant

Made out of non-animal leather Important 5 4 3 2 1 Unimportant

Stylish Important 5 4 3 2 1 Unimportant

high quality craftsmanship Important 5 4 3 2 1 Unimportant

Well designed Important 5 4 3 2 1 Unimportant

Offers women’s shoes Important 5 4 3 2 1 Unimportant

Offers men’s shoes  Important 5 4 3 2 1 Unimportant

Wide choice of vegan brands Important 5 4 3 2 1 Unimportant

Two commonly used scales
(I) Likert summated rating scale (2) Osgood Semantic differential scale
 Multi Attribute Models -
Fishbein’s attitude toward an object model
n
Where: Ao= ∑ biei Attitude score ?= biei=?
i=1 i=1
Ao = The attitude towards the object 0
bi = The strength of the belief that the object has attribute i
ei = The evaluation of attribute i
n = The number of salient beliefs about the object
Immaculate Vegan attributes Belief about I.Vegan Evaluation of importance I.Vegan bi xei
bi ei
Ethical +3 4
Made out of non-animal leather +3 5
Stylish +2 4

high quality craftsmanship +3 4

Well designed +3 4

Offers women’s shoes +2 3

Offers men’s shoes  +3 3

Wide choice of vegan brands +2 3

erall Attitude score =?

 Multi Attribute Models

Multi attribute Model

Advantage of multi attribute model is that good at diagnosing brand strength
and weakness on relevant product attributes which can be used to change
relevant attributes. Information can be used to in promotional messages.
 Multi Attribute Models

THE BEHAVIOUR INTENTION MODEL//REASONED ACTION MODEL/PLANNED

BEHAVIOUR MODEL
In general the earlier model was not a good predictor of behaviour. Ajzen & Fishbein modified the
model to explain the link between attitudes and behaviour. It extends the basic model in a number of
ways.
•Behaviour results from the formation of specific intentions to behave.
•Contains a construct known as subjective norm (SN) (what the consumer believes other people think
what they should do).
•Involves an object to which attitudes are directed (Act)
•Focuses on consumers perception of what is the consequences of purchase will be.
 Multi Attribute Models

THE BEHAVIOUR INTENTION MODEL//REASONED ACTION MODEL/PLANNED

BEHAVIOUR MODEL
In general the earlier model was not a good predictor of behaviour. Ajzen & Fishbein modified the
model to explain the link between attitudes and behaviour. It extends the basic model in a number of
ways.
•Behaviour results from the formation of specific intentions to behave.
•Contains a construct known as subjective norm (SN) (what the consumer believes other people think
what they should do).
•Involves an object to which attitudes are directed (Act)
•Focuses on consumers perception of what is the consequences of purchase will be.
 The Theory of planned behaviour model

Source Blythe J. (2013) Consumer behaviour 2nd Edition Sage Ch 7 pp158

THE REASONED ACTION MODEL
 Multi Attribute Models
TRYING TO CONSUME

The theory of trying to consumer Baggozzi &Warshaw (1990)

Attempts to address the short comings in relation to intention to buy
Intention- reflects a state of mind that drives one to take action
Trying reflects some kind of action/behaviour in pursuit of a goal

Reflects consumers attempts to consume

A number of factors may impede a consumer in buying
i.e. personal factors, environmental factors
Do attitudes predict behaviour ?
Theory of Trying
 Multi Attribute Models TRYING TO
CONSUME
Includes a number of new components

Past frequency- How many times in the past year did you try and buy car insurance

Recency- I tried last week/last month

Beliefs- I beloved this type of car insurance will cover me for accents and will give me a
hired car

Evaluation of consequences –If I purchase this type of car insurance I will have peace of
mind

The process- Will the process of getting the insurance be time consuming and thus make
me feel frustrated

Evaluations of success/failures -I believe if I got the car insurance I will be safe

Subjective norms- My friends and family think I important to get this type of car insurance
 Attitude and behaviour change

• Changing the basic motivational function

• Altering components of the multi-attribute model.

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 STRATEGIES FOR ATTITUDE CHANGE ATTITUDE CHANGE BASED
ON ATTITUDE FUNCTIONS

ATTITUDE CHANGE BASED ON ATTITUDE FUNCTIONS

Utilitarian Function - Show a utilitarian purpose of the product not previously
considered e.g. superior cleaning of Flash floor cleaner.
The Ego-defence Function - Offer reassurance to the consumers self-concept.
The knowledge Function - Presentation of scientific evidence and graphic
comparative information appeals to consumers need to know
Value- expressive Function - Target peoples life styles and values
Resolving conflicting attitudes - consumers can be made to see their negative
attitude toward a product is not really in conflict with another attitude . May be able to
induce to change their evaluation of brand.
ATTITUDE CHANGE BASED ON COMPONENTS OF MULTIATTITUDE
MODEL
 Changing attitudes based on multi attribute models

• Add a new salient belief

• Change the strength of a salient belief
• Change the evaluation of an existing belief
• Make an existing belief more salient
• Destabilise the existing attitude
Involvement
• Central route – via cognition (Elaboration likelihood model)
• Peripheral route – via affect (Elaboration likelihood model)
 Elaboration likelihood model
Central route processing

Central and peripheral route processing

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 The main approaches to attitude theory

• Balance theory of attitudes

• Motivational theories: the functional theory of attitudes
• Multi-attribute models of attitudes

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 Practitioner insight: Edward Langley, Head of Environment Research, Ipsos MORI

• Ipsos Mori research into attitudes, beliefs and

values in relation to sustainability (for the Welsh
Government).
• Insights into
• Attitude measurement
• Data collection
• Use of this data for segmentation .

• Useful for designing relevant and meaningful

interventions, e.g. ‘Aspirers’ segment

Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 Compensatory and non-compensatory role of
attitudes in decision making & Evaluation

• Compensatory models - models made up of a number of beliefs, uses a

scoring system to derive a final score. A low score in one belief/evaluation can
be compensated by a higher score in another.
• Non-compensatory models - one overriding factor or attitude is dominant in
the choice process.
• conjunctive rule consumers will choose a brand based on minimum levels
for each of any key evaluative attributes.
• lexicographic rule consumers will rank the evaluative attributes by their
importance.
• elimination-by-aspects consumer ranks evaluative aspects by importance
again and for each attribute a minimum cut off point is established.
Szmign I. Piacentini M. (2018) Consumer Behaviour  2nd Edition  Oxford Press  Chapter 6
 Additional Helpful Reading
Helpful Journals illustrating attitude measurements & models

Chang, H.J. and Watchravesringkan, K.(. (2018), "Who are sustainably minded apparel shoppers? An

investigation to the influencing factors of sustainable apparel consumption", 
International Journal of Retail & Distribution Management, Vol. 46 No. 2, pp. 148-1

Phau, I., Teah, M. and Chuah, J. (2015), "Consumer attitudes towards luxury fashion apparel made in
sweatshops", Journal of Fashion Marketing and Management, Vol. 19 No. 2, pp. 169-187.

Stacy H. N. Lee, Pui-Sze Chow (2020) Investigating consumer attitudes and intentions toward online fashion
renting retailing Journal of Retailing and Consumer Services, Volume 52, January 2020,

Perry, A. and Chung, T. (2016), "Understand attitude-behavior gaps and benefit-

behavior connections in Eco-Apparel", Journal of Fashion Marketing and Management,
Vol. 20 No. 1, pp. 105-119
 Additional Helpful Reading
Helpful Journals illustrating attitude measurements & models
Kalafatis,S. Pollard M., East R, Markos H. Tsogas, (1999) "Green marketing and Ajzen’s theory of
planned behaviour: a cross-market examination", Journal of Consumer Marketing, Vol. 16 Iss: 5,
pp.441 - 460

Chia-Lin Hsu, Chi-Ya Chang, Chutinart Yansri (2017) Exploring purchase intention of green skincare
products using the theory of planned behavior: Testing the moderating effects of country of origin
and price sensitive Journal of Retailing and Consumer Services Volume 34, January 2017, Pages 145-
152
 Helpful Journals illustrating attitude measurements & models

Paul J. Modi A. Patel A. (2016 ) Predicting green product consumption using theory of planned behavior and
reasoned action Journal of Retailing and Consumer Services Volume 29, March 2016, Pages 123-134

Phau, I., Teah, M. and Chuah, J. (2015), "Consumer attitudes towards luxury fashion apparel made in
sweatshops", Journal of Fashion Marketing and Management, Vol. 19 No. 2, pp. 169-187.

Hegner, S., Fenko, A. and Teravest, A. (2017), "Using the theory of planned behaviour to understand
brand love", Journal of Product & Brand Management, Vol. 26 No. 1, pp. 26-41.

Moser, A. (2015), "Thinking green, buying green? Drivers of pro-environmental purchasing behavior", Journal of
Consumer Marketing, Vol. 32 No. 3, pp. 167-175.

Chaoualia W. Souidenb N. Ladhari R . (2017) Explaining adoption of mobile banking with the theory of trying,
general self-confidence, and cynicism Journal of Retailing and Consumer Services Volume 35, March 2017, Pages
57-67
 Helpful Journals illustrating attitude measurements & models

Stobbelaar, D Casimir, G. Borghuis J. Marks I, Meijer L . Zebeda S. (2006 ) Adolescents’ attitudes

towards organic food: a survey of 15- to 16-year old school children International Journal
of consumer studies Volume31, Issue4
July 2007 Pages 349-356

Tsung-Chi Liu & Chung-Yu Wang (2008) Factors affecting attitudes toward private labels
and promoted brands, Journal of Marketing Management, 24:3-4, 283-298, DOI: 
10.1362/026725708X306103

Ha, H. and Janda, S. (2012), "Predicting consumer intentions to purchase energy‐efficient

products", Journal of Consumer Marketing, Vol. 29 No. 7, pp. 461-469.
 Helpful Journals illustrating attitude measurements & models

Paul J. Modi A. Patel A. (2016 ) Predicting green product consumption using theory of planned behavior and
reasoned action Journal of Retailing and Consumer Services Volume 29, March 2016, Pages 123-134

Phau, I., Teah, M. and Chuah, J. (2015), "Consumer attitudes towards luxury fashion apparel made in
sweatshops", Journal of Fashion Marketing and Management, Vol. 19 No. 2, pp. 169-187.

Hegner, S., Fenko, A. and Teravest, A. (2017), "Using the theory of planned behaviour to understand
brand love", Journal of Product & Brand Management, Vol. 26 No. 1, pp. 26-41.

Moser, A. (2015), "Thinking green, buying green? Drivers of pro-environmental purchasing behavior", Journal of
Consumer Marketing, Vol. 32 No. 3, pp. 167-175.

Chaoualia W. Souidenb N. Ladhari R . (2017) Explaining adoption of mobile banking with the theory of trying,
general self-confidence, and cynicism Journal of Retailing and Consumer Services Volume 35, March 2017, Pages
57-67
 Helpful Journals

Le Borgne, G., Sirieix, L. and Costa, S., 2018. Perceived probability of food waste: Influence on consumer
attitudes towards and choice of sales promotions. Journal of Retailing and Consumer Services, 42, pp.11-21.

McCabe, S. and Branco Illodo, I., 2019. Thrilled to have “bagged a bargain” or “bitter” and “very frustrating”?
Exploring consumer attitudes to value and deals in tourism. Journal of Travel Research, 58(6), pp.945-960.

Yi, Y. and Yoo, J., 2011. The long‐term effects of sales promotions on brand attitude across monetary and
non‐monetary promotions. Psychology & Marketing, 28(9), pp.879-896.

BARAN, T., 2021. A STRUCTURAL MODEL PROPOSAL FOR ATTITUDES OF TURKISH

CONSUMERS’TOWARDS DISCOUNT STORES’PRIVATE LABELS. Journal of Research in Business, 6(2),
pp.546-561.

Souiden, N., Chaouali, W. and Baccouche, M., 2019. Consumers’ attitude and adoption of location-based
coupons: The case of the retail fast food sector. Journal of Retailing and Consumer Services, 47, pp.116-132.
McCabe, S. and Branco Illodo, I., 2019. Thrilled to have “bagged a bargain” or “bitter” and “very
frustrating”? Exploring consumer attitudes to value and deals in tourism. Journal of Travel
Research, 58(6), pp.945-960