Attitude Identity and Influence

<p><em>Attitude Identity and Influence</em> by James R. Bettman offers a compelling look into how internal beliefs and social dynamics shape consumer behavior. This book explores the psychological underpinnings of attitude formation the role of self-concept in brand choice and how consumers navigate influence from peers culture and media.</p><p>Bettman synthesizes research from social psychology and behavioral marketing to explain how identity-driven motives interact with cognitive processing. Topics include value alignment attitude strength resistance to persuasion and the influence of group norms on purchasing behavior. The result is a rich analysis of how who we are-and who we want to be-affects what we buy.</p><p>A valuable resource for researchers marketers and branding professionals this book highlights strategies to connect authentically with consumers based on identity relevance and attitudinal resonance. As part of the <em>Legend in Consumer Behavior</em> series Bettman's work continues to illuminate the complex forces that shape modern consumer decision-making.</p>