3. 8-3
What are Attitudes?
• The attitude “object”
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation
4. 8-4
Structural Models of Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-toward-the-Ad Model
5. 8-5
Figure 8.2 A Simple Representation of
the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition
6. 8-6
The Tricomponent Model
• Cognitive Component
– The knowledge and perceptions that are acquired by a
combination of direct experience with the attitude
object and related information from various sources.
• Affective Component
– A consumer’s emotions or feelings about a particular
product or brand.
• Conative Component
– The likelihood or tendency that an individual will
undertake a specific action or behave in a particular
way with regard to the attitude object.
8. 8-8
Multiattribute Attitude Models
• The attitude-toward-object model
– Attitude is function of evaluation of product-
specific beliefs and evaluations
• The attitude-toward-behavior model
– Is the attitude toward behaving or acting with
respect to an object, rather than the attitude
toward the object itself
• Theory-of-reasoned-action model
– A comprehensive, integrative model of attitudes
9. 8-9
Attitude-
Toward-
Behavior
Model
A model that proposes
that a consumer’s
attitude toward a
specific behavior is a
function of how
strongly he or she
believes that the action
will lead to a specific
outcome (either
favorable or
unfavorable).
11. 8-11
Theory of
Trying to
Consume
An attitude theory
designed to account
for the many cases
where the action or
outcome is not certain
but instead reflects
the consumer’s
attempt to consume
(or purchase).
13. 8-13
Issues in Attitude Formation
or Barriers to changing consumer
attitude
• How attitudes are learned
• Sources of influence on attitude formation
• Personality factors
14. 8-14
Strategies of Attitude Change
• Changing the Basic Motivational Function
• Associating the Product With an Admired
Group or Event
• Resolving Two Conflicting Attitudes
• Altering Components of the Multi-attribute
Model
• Changing Beliefs About Competitors’
Brands
15. 8-15
Four Basic Attitude Functions
• The Utilitarian Function
• The Ego-defensive
Function
• The Value-expressive
Function
• The Knowledge Function