Theorists: Fazio
The Fazio model proposes that an individual's attitude is formed by "the evaluation of an object associated in one's memory with representation of that object." Fazio further believes that one's previously formed attitudes influence behavior if these attitudes are from the memory (3).
This model is therefore crucial to the hopeful "purchase-repurchase" process from a marketer's perspective.
Furthermore, in the context of choosing a brand, those attitudes that are more accessible are more likely to be retrieved and more likely to influence an individual's brand perceptions, rather than brand choices from less accessible attitudes.
Fazio and Williams (1986) discovered that more accessible attitudes influence perceptions more than less accessible attitudes.
Fazio and Zanna conveyed that attitudes based on important past behaviors are more predictive of future behavior than attitudes based on mere memories of thoughts and feelings (29).
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