Research Topics:

Consumer Research | Psychological/Emotion Research

Content Type:

Glossary

Behavioral Component Of Attitude Definition

An individual's intentions to act based on attitudes about an object.

In marketing research, the behavioral component of attitude consists of the tangible actions, behaviors and purchasing decisions on which consumers based their attitudes toward a product, brand or service. This study measures the success or failure of an entity’s marketing campaign because it directly links attitudes to the actions and behaviors of consumers. It identifies discrepancies between what consumers say and what they do. 

Who relies on the behavioral component of attitude? 

For businesses, marketing professionals and marketing researchers, this study is relied upon heavily to determine consumer behavior and buying habits and to analyze the impact of marketing strategies.

Why should I care about the behavioral component of attitude?

Understanding the behavioral component of attitude provides evidence that illustrates what is and isn’t working in marketing and business plans. By recognizing how attitudes drive actual buying behavior, businesses and other entities can enhance marketing efforts to better match consumer preferences and improve product offerings.