Marketing managers often use consumer attitude metrics
such as awareness, consideration and preference as
performance indicators because they represent their
brand’s health and are readily connected to marketing
activity. However, this does not mean that financially
focused executives know how such metrics translate into
sales performance and hence how this knowledge can be
used to make sound resource allocation decisions. We
propose four criteria – potential, responsiveness,
stickiness and sales conversion – that determine the
connection between marketing actions, attitudinal
metrics, and sales outcomes. We conceptualize the role
of product involvement in the translation of attitudes
to behavior to offer guidance on how these criteria
operate differently across conditions of high versus low
consumer involvement with the product category. pdf 2012