Abstract

 
 
 In psychology attitude is defined as favorable or unfavorable evaluations towards a person, group, object or event. Attitudes are formed by past and present experiences and are expected to change as a function of experience. Three components of the attitude defined as cognitive (what we know about the subject), affective (how we feel towards the subject) and behavioral (intention to behave towards the subject). Our behavior is defined as a complex combination of beliefs, feelings, capabilities and norms. The majority of consumer behavior literature examined the main antecedents of purchase behavior. Attitudes are described as one of the most important determinant of the behavior. There are several methods and techniques to assess attitude; the most used one is the self-report paper and pencil measures. Brand loyalty is another important concept related with repetitive purchasing behavior. While cognitive loyalty is related with the information, affective loyalty is related with feelings. Behavioral loyalty is described as the past behaviors or experiences. Some of our behaviors are determined by the cognitive component of the attitude while others may be directed by the affective part. Main focus of the research is to find out whether there is a level of compliance between cognitive, affective and behavioral attitude of consumers. 1000 forms are distributed in order to identify the attitudes and purchasing behaviors of consumers 783 forms are evaluated
 
 
Highlights
Systematic approach to organization theory describes organizations as open systems and as a defect for all type of open systems; survival depends on their adaptation to the changing and threatening demands of the environment
While cognitive component of attitudes refer to the beliefs and thoughts that we associate with the subject, affective component of the attitudes refer to the feelings and emotions linked to an object
Behavioral component of the attitudes are related with past behaviors and experiences regarding an attitude object
Summary
Systematic approach to organization theory describes organizations as open systems and as a defect for all type of open systems; survival depends on their adaptation to the changing and threatening demands of the environment. There are internal and external contingencies that define and guide behaviors When it is related with purchasing behavior we might want to know what consumers think (cognitive), how they feel (affective) and how they react (behavioral) in a given situation. The reasoning behind this field of research is it is believed that understanding the determinants of repurchase behavior will allow management to alter their services, based on the best provision of the antecedents (i.e., improving the specific attributes of satisfaction most highly related to repurchase, to increase repurchase behavior) It is only an assumption of these studies that repeat visitors are good visitors. Consumer loyalty at cognitive stage is determined by information of the offering, such as price, quality, and so forth It is the weakest type of loyalty because it is directed at costs and benefits of an offering and not at the brand itself. Consumers are more likely to try alternative offerings if they experience frequent service failures. (Evanschitzky & Wunderlich, 2006)
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