Tri component attitude model
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The document discusses the model of consumer attitudes, which consists of three components: affective, behavioral, and cognitive. It highlights how these components influence feelings about products and the purchase decision-making process, being shaped by personal experiences and information sources. These attitudes, evaluated as likes or dislikes, affect future buying behavior and are reflected in emotional states stored in memory.
![ The first components, knowledge and feeling are not expressive of
attitudes. Only this component through which attitudes can be
inferred.
 The conative component, is indicative of the an individual’s tendency
to behave [act or not to act (to buy or not to buy)] in a particular
manner with respect to the attitude object (product/service offering,
brand etc.).](https://image.slidesharecdn.com/tri-componentattitudemodel-181021171426/85/Tri-component-attitude-model-4-320.jpg)
Tri component attitude model
- 2. According to this model, Attitude consists of three components : 1. Affective component 2. Behavioural (Conative) component 3. Cognitive component
- 3.  In marketing terms, it refers to a consumer’s feelings about a product/service offering and the marketing mix.  It is evaluative in nature and would vary as like or dislike, favourableness or unfavourableness.  Expressions like happiness, sadness, anger, surprise etc., affects the purchase decision making as well as the purchase process.  Such reactions and resultant states also get stored in our memory. Their recall and recollection also impacts future decision making.
- 4.  The first components, knowledge and feeling are not expressive of attitudes. Only this component through which attitudes can be inferred.  The conative component, is indicative of the an individual’s tendency to behave [act or not to act (to buy or not to buy)] in a particular manner with respect to the attitude object (product/service offering, brand etc.).
- 5.  Consumer attitudes are formed on the basis of experiences as well as information received from personal ( family, friends, peers etc.).  Impersonal (marketer’s sources) sources of information that are retained in one’s memory.
- 6.  Affective component – Feelings and Emotions  Behavioural component – Act and Behave  Cognitive component – Belief and Knowledge