few concepts in the marketing literature have proliferated like the concept of attitude. However
Few concepts in the marketing literature have proliferated like the concept of attitude. However, a closer look at studies investigating attitudes as consumers’ responses to marketing efforts reveals a considerable diversity in perspectives about the concept of attitude and its formation. Attitudes are considered either relatively stable object– associations, or temporarily constructed evaluations, which are formed through memory(cognitive)-basedinformationprocessingorcontextualandaffect-basedinformation processing.The current paper discusses and organizes these different theoreticalviewpointsonwhatattitudesareandhowtheyareformed.Byapproachingthetopic through an integrative lens, the paper provides a solid conceptual foundation and roadmap for marketing researchers.