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Home→The Westburn Dictionary of Marketing→A→attitude clusters

attitude clusters

Definition:
The tripartite (C-A-C) model of ATTITUDE maintains that attitudes are unlikely to exist in complete isolation. Robertson et al. (T. S. Robertson, J. Zielinski and S. Ward, Consumer Behaviour, Glenview: Scott Foresman, 1984) propose the view that 'an individual's COGNITIONS about music, for example, may tend to relate to cognitions about entertainment or relaxation'. Therefore attitudes as a whole are thought to form CLUSTERS with consonant attitudes within the individual's attitudinal system - a person believing staunchly in the policies of the Conservative Party would therefore not be expected to favour the leader of the Labour Party as the next Prime Minister.

Cross-References:
[cognition] [cluster analysis] [attitude]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Graham K. Peaston and Michael J. Baker], [1998].