La recherche sur les attitudes a connu des hauts et des bas au fil des années. Après avoir exposé et critiqué les conceptions contemporaines, cet article introduit un courant de recherche naissant en psychologie et marketing. Il abordera entre autres sujets la question des dimensions des attitudes, la nécessité d'intégrer des facteurs de processus, le rôle des buts, l'intégration des déterminants non raisonnés, la nature de la composante motivationnelle et l'effet de halo.
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