What does belief strength refer to in consumer behavior?

Belief strength in consumer behavior refers specifically to the perceived probability of association between an object, such as a product or brand, and its relevant attributes. This means how strongly a consumer believes that a particular product possesses certain characteristics or benefits. For instance, if a consumer believes strongly that a particular brand of shoes is durable, that belief shapes their overall perception of the product and influences their purchasing decisions.

This concept is critical as it directly impacts how consumers evaluate options in the marketplace, forming the basis for their attitudes and ultimately their behavior. Belief strength is not simply about liking a product or brand, but rather about the confidence the consumer has in the attributes associated with that product, which can positively or negatively influence their choice based on how strongly they hold that belief.