opinion

Definition:
The distinction between opinion and ATTITUDE is frequently blurred in marketing usage. Technically, opinions are seen as contributing to the formation of attitudes which are less subject to change and more likely to influence behaviour. It would seem therefore that while all attitudes might be classified as opinions the reverse is not the case. For all practical purposes, however, both attitude and opinion reflect an individual's view about a subject and the strength of this would be better quantified, e.g. using SCALING, rather than relying on an assumption that the semantic difference is understood.

Cross-References:
[attitude] [scaling techniques]

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