As consumers, each of us has a vast number of attitudes toward products, services, advertisements, direct mail, the Internet, and retail stores. Whenever we are asked whether we like or dislike a product .(e.g., Windows 2000), a service (such as Poland Springs Water—Home and Office Delivery Service), a particular retailer (e.g., the Sharper Image), a specific direct marketer (CDW*—Computer Discount Warehouse), or an advertising theme (Colgate Total toothpaste “The Brushing That Works Between Brushings™”), we are being asked to express our attitudes.
Within the context of consumer behavior, an appreciation of prevailing attitudes has considerable strategic merit. For instance, there has been very rapid growth in the sales of natural ingredient bath, body, arid cosmetic products throughout the world. This trend seems linked to the currently popular attitude that things “-natural-” are good and things “synthetic” are bad. Yet, in reality, the positive attitude favoring things natural is not based on any systematic evidence that natural cosmetic products are any safer or better for consumers Read it all..