Individual Attitude Variations Over Time.

When consumers are re-interviewed about their attitudinal beliefs towards different brands, such as whether it "tastes nice" or is "good value for money", only about half give the same response as before. This great variability of consumers' expressed attitude does not seem to reflect any systematic erosion of their liking of the brand, but merely a degree of as-if-random or stochastic variation. [ABSTRACT FROM AUTHOR]