The coined phrase "attitude is everything" has been dismissed in our society as a means of placing a major emphasis upon one's state-of-mind.
Attitude theory, however, composes a large part of communication theory because of the breadth and depth of its content. Although it may not be the entire basis of communication theory, its role is crucial and therefore affects numerous other theories through its relationships in the psychological spectrum.
Attitude theory presents to us the role of attitude in consumer behavior, from before the beginning of the purchasing process, through thoughts and feelings, carrying the consumer through the rest of the purchasing process. One's attitude toward the product, the attitude toward the purchasing process and the attitude toward advertisements of the product all contribute to one's attitude as a consumer. This attitude can be permanent--a good or a bad situation from the advertiser's perspective--or it can change drastically and quickly.
This paper has reviewed sources from the collective bodies of knowledge from sociology, psychology, marketing, as well as advertising. Attitude theorists from each of these disciplines have related attitude to their field through theories and/or models, greatly contributing to the overall knowledge of attitude theory.
For more information on attitude theory, please refer to resources and contacts.
Next - The Overview - The Introduction - The Psychological Spectrum - The Relationships - The Economic Realm - The Conclusion - The Resources - The Contacts - The Author