Vartotojo nuostatų formavimasis ir jų dimensijos

Abstract

The article defines the theoretical aspects of the concept of the attitude phenomenon, the theoretical aspects of attitude formation and attitude formation dimensions. Analyzing the scientific literature, it was identified, that an attitude is acquired and accumulated in memory individual, invisible summary individual assessment of certain objects of attitude (objects, people, events, products, services, ideas, social phenomena), individual “umbrella” expression of psychological aspects through attitudes, feelings, emotions, beliefs, expectations, decisions, evaluations and values, ethical, moral, social and other principles formed on the basis of emotional, behavioral or cognitive factors, expressing a certain belief and reaction of the individual to the evaluated object, positive or negative attitudes, positive or negative attitudes to act in relation to the objects being assessed accordingly in certain situations. Extending this definition of attitude to cognitive and affective aspects, it can be said, that an attitude is influenced by experience, accumulated over a long period of time, and in a given situation expresses a person’s individual invisible beliefs, positive or negative feelings, about ideas, events, problems etc.) with an appropriate emotional response to an abstraction or a specific object or statement, that can lead to a particular action. An analysis of the scientific literature reveals, that an attitude formation is a multi-level process, that takes place by integrating cognitive, affective, and behavioral components and is influenced by certain attitude formation factors. By analyzing the phenomenon of attitudes and analyzing attitudinal factors, using the analysis of scientific literature, some attitude dimensions are identified, that reveals the possibilities of using attitude-forming factors to understand not only the consequences of an individual’s behavior (participates - does not participate, does - does not do, implements - does not perform, etc.), but also to analyze the reasons for this behavior (why involved or not involved, why doing or not doing, why performing or not performing, etc.). Research on consumer attitudes and their dimensions would make it possible to analyze the behavior of consumers and their groups in different contexts (research fields, for ex. health behavior) through the cause-effect prism based on the law of non-coincidence. Once the causal relationships between user preferences and behavior have been established, the dimensions of preferences could be used to change consumer preferences and model the behavior (for ex. Health behavior) of user groups in the desired direction.