Interest in consumer attitudes and how to measure them seems to be at an all time high. Marketing programs are based on marketing executives’ perceptions of consumer attitudes towards their products, what attitudes they would like consumers to have and how they can change existing consumer attitudes to the latter.
Attempts to ‘position’ products in certain market niches are based on estimates of the attitudes of different market segments towards similar products. Most of the strategy of market segmentation is based on attitudinal segmentation. Attitude measurement is also a key factor in the increased efforts to measure the effectiveness of advertising. To measure the effectiveness of advertising, it is necessary to measure changes in attitudes that may be caused by the advertising. Knowledge of attitudes helps the marketer predict consumer reactions to products and to advertising messages about products. This importance of attitudes