Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Customers’ Attitude and Behavior 
Eagly and Chaiken (1993) defined that attitude is the evaluation of preference about some objects. Assael 
(1998) stated that attitude is expressed continuously as familiar/unfamiliar and positive/negative reaction about 
persons or objects. Similarly, Allport (1985) and Lutz (1991) proposed that attitude always is present about objects 
and objects’ classification in friendly and unfriendly ways. Furthermore, preference tendency is indicated regarding 
special aspects of thought, feeling, and behaviors (Camichael, 2000). The fundamental one of behavior theories is 
the customer action model of Kollat, Engel, and Blackwell (1973). The model focuses on describing how customers’ 
special buying action is formed, and uses the approach method of information processing as to what happened in 
customers’ mind. Information process and decision-making process are the most essential factors, and also help 
customers’ behavior understand. Information process is that customers understand intentionally and incidentally 
information. Decision-making process means that customers collect a range of information, compare, and evaluate 
competitive products or brand until selecting an alternative (Engel & Blackwell, 1982). Therefore, the relationship 
between memory and cognition in the data process which schema effects on cognition is to recognize, understand, 
and memorize marketing stimulus by cognitive codification, categorization, and organization.