Examining Paradigmatic Differences on Attitude Formation and Change: Evidences from Telecommunications Sector in Oman

Abstract

The underlying dimensions of attitude formation have been largely attributed to moderator and methodological approaches. Methodological approach involves consumer attitude formation based on consumers’ direct experiences with the product and services. On the other hand moderator approach focuses on intervening variables that impacts consumer attitude even if the consumer does not have direct experience with the products and services. Consumers from the telecommunications sector in Oman were surveyed and findings have significant managerial implications which indicate that the moderator variables can significantly impact consumer decision making. The presentation of the multiple regression models explains 59 % of the relationship between attitude strength and moderator model. On the other hand the presentation of the multiple regression models explains 61 % of the relationship between attitude strength and methodological model.
Keywords: Affective, Attitude, Cognitive, Moderator approach, Methodological approach.