Attitudes are defined in psychology as a combination of "affect, cognition and behavior." Marketers commonly speak of attitudes like awareness, affinity or loyalty. Attitudes are mostly latent variables. Latent variables are not measurable by any conventional means. For example, I can't ask you how loyal you are to Company X and expect an accurate answer.
Fortunately, we can do market research that provides us good indicators of these latent attitudes. We can also look at other types of "in process" behavior that can describe these latent attitudes.
So which attitudes really do predict customer behavior? You can't really know until you start down a path of ongoing measurement, but here is a good list to start with:
- Unaided Awareness