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Attitudes and Behaviour Attitudes are what we feel about a concept, they are about how we think about and evaluate specific concepts.(East, 1997). An important class of attitudes are those about behaviour. We can discover a person's attitude by observing his/her behaviour. (East, 1997). Behaviour is usually seen to be directied by prior held attitudes. Foxall (has shown that models of decision making usually portray behaviour as a function of attitudinal formation. (Sharp, 1997) The main topic under discussion is whether attitude or behaviour comes first. We shall be looking at ideas and views held by some main authors of consumer behaviour. Among these authors are Robert East, Andrew S.C. Ehrenberg and Anne Sharp. These authors have many different views on which on the link between attitude and behaviour as well as which one comes first. I feel that behaviour comes before attitude and the arguments presented by...

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