Ben Gatsby is a jewelry craftsman who specializes in high-quality religious artifacts. Recently, he has received a growing number of requests from customers for nonreligious artifacts and is considering expanding his product line to meet this new demand. Mr. Gatsby has decided to contact a local marketing research company to solicit help in formulating a marketing strategy for the new product development. They inform him that the first task is to establish whether an unmet demand exists for the nonreligious items. They suggest that in order to evaluate consumers' jewelry purchase behavior, an attitudinal study should be undertaken. Mr. Gatsby does not understand why attitudes have to be measured when he is interested only in the consumers' behavior. Imagine you are the marketing research consultant and explain to Mr. Gatsby the rationale behind this research method.