beliefs
Definition:
Defined by Engel et al. (J.F. Engel, R.D. Blackwell, and P.W. Miniard, Consumer Behaviour, 5th edn, Illinois: Dryden Press, 1986) as 'perceptions of an alternative's performance on important evaluative criteria' to which they add the opinion of Krech and Crutchfield as 'a generic term that encompasses Knowledge, Opinion and Faith - an enduring organization of perceptions and cognition about some aspect of the individual's world'. Beliefs are considered to be neutral and comprise one of the two components of an ATTITUDE, which is not.
Cross-References:
[attitude]
Links:
Figures:
© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].