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The document discusses the tri-component model of attitudes, which consists of cognitive, affective, and conative components. The cognitive component involves a person's knowledge and beliefs about a product or service. The affective component refers to a person's feelings and emotions toward a brand or product. The conative component consists of a person's intentions or likelihood toward purchasing a product. Consumer attitudes are formed based on both direct experiences and collected information from various sources. Variables like credibility, attractiveness, message repetition, and emotional appeals can influence the impact of consumer attitudes.

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Chussent Ilagan
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7 views

Explanation

The document discusses the tri-component model of attitudes, which consists of cognitive, affective, and conative components. The cognitive component involves a person's knowledge and beliefs about a product or service. The affective component refers to a person's feelings and emotions toward a brand or product. The conative component consists of a person's intentions or likelihood toward purchasing a product. Consumer attitudes are formed based on both direct experiences and collected information from various sources. Variables like credibility, attractiveness, message repetition, and emotional appeals can influence the impact of consumer attitudes.

Uploaded by

Chussent Ilagan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Explanation:

Consumer attitudes:

it is said here that consumer attitude is defined as a general evaluation of an


attitude it is most important for consumers to understand how the attitude is
formed and to be influenced and encouraged to buy the product promoted by
marketers which in turn will help in deciding the buyer
The tri-component model of Attitudes
Which are Cognitive, Affective, and Conative

Cognitive Component
It consists of the knowledge or perception of an individual towards some
product or service through personal experience or related information
from various sources. This knowledge often results in beliefs, that a
consumer has, and certain behavior.
Affective Component:
This consists of a person's feelings, sentiments, and
emotions for a particular brand or product. They treat
them as the primary criteria for the purpose of
evaluation. The state of mind also plays a major role,
like sadness, happiness, anger, or stress, which
also affects the attitude of a consumer.

Conative Component:
consists of a person's intention or likelihood towards a particular
product. It usually means the person's actual behavior or his intentions.
The foundations of Attitudes

From what I read, this is a situation that we have directly experienced. If


you notice in example #1 here we have ideas and we collect information.
According to example #1 the information you collect will serve as the
basis for developing your attitude towards the film, even before you see
it.

And it's time for example #2


Here, he shows an affective component because it's like in the example
of wanting to know if vanilla coca cola will be liked. The simplest thing
is to buy it, try it or decide it. We established our Attitudes to some
products by experiencing them

Two groups of variables have been shown to influence the impact of


consumers Attitude

1 in marketing credibility and attractiveness are very important. So that


it can influence consumers. Through credibility it has established trust
and expertise. In the attractiveness here, he describes the various
opportunities for profitability that any company or organization achieves
in a competitive market area..

Second group of variables is related to the message itself. It includes:


perceptual aspects of the advert such as visual elements or vividness;
learning and memory aspects such as repetition; one- versus two sided
arguments, or comparative adversiting ; and affective aspets such as
emotional, sex, humour and fear appeals.

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