Learning is the process through which a relatively permanent change in behavior results from the consequences of past behavior. Drive perceptions Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Changing market of the 1990s, baby boomers aging, Hondas market returning to hard core. Attitudes and attitude change are influenced by consumers personality and lifestyle.
Consumers screen information that conflicts with their attitudes.
Distort information to make it consistent and selectively retain information that reinforces our attitudes. IE brand loyalty. Traits effect the way people behave. Marketers try to match the store image to the perceived image of their customers. There is a weak association between personality and Buying Behavior, this may be due to unreliable measures.