When do attitudes predict behavior according to marketing principles?

Attitudes predict behavior when involvement or effort is high because, in such situations, individuals are more likely to engage with the product or service at a deeper level. High involvement indicates that the consumer values the outcome of their decision and is willing to invest time and effort into the decision-making process. This increased cognitive engagement tends to result in attitudes being strongly held and closely aligned with actual behavior.

In contrast, when knowledge is low, individuals may not have well-formed attitudes, which can lead to inconsistent behavior. Similarly, if peer pressure is nonexistent, consumers may not feel compelled to act in accordance with their attitudes, which diminishes the predictive power of those attitudes. Lastly, if confidence is unstable, consumers may second-guess their attitudes and decisions, again leading to less predictability in behavior. Thus, high involvement is crucial for attitudes to translate effectively into behavioral outcomes.