... is what drives him to do something. A behaviourist believes that attitudes are effects but not causes. If this is to be believed, that would mean that marketers can only use attitude data as an indicator of how a person is going to behave, and to only predict but not explain behaviour (East, 1997). This school of behaviourism is usually not accepted today. The school of cognitivism holds the view that attitudes can directly change behaviour. Cognitivism basically means a disposition to act. There is some support for this view. For example, when the mad cow disease was spreading in Europe, people over there either reduce their consumption of beef dramatically or stopped altogether.(East, 1997). "It is found that certain fields other than fast moving consumer goods, cognitivism is better supported based on the evidence. It was observed that people expecting to make a durable purchase would eventually make that ...

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