2. What is attitude?What is attitude?
• A predisposition to evaluate an object or
product positively or negatively.
• Is lasting because it tends to endure over
time.
• Is general because it applies to more than
a momentary event.
• Has three components - beliefs, affect,
and behavioural intentions.
3. Importance of attitudeImportance of attitude
Attitude is important because:
• Cognitive function.
• The affective function.
• The connative function.
5. Forming and sources ofForming and sources of
influencing attitudeinfluencing attitude
• Approach 1- attitudes based
on cognitions.
• Approach 2- attitudes based
on emotions.
7. Forming attitude through cognitionForming attitude through cognition
1. Cognitive response model.
2. TORA model.
8. Cognitive response modelCognitive response model
• Cognitive response
through
communication-
1. Counter arguments
(CAs)
2. Support arguments
(SAs)
3. Source derogation
(SDs)
9. TORA-Theory of reasoned actionTORA-Theory of reasoned action
Belief about
consequences
of an act (bi)
Evaluation of
consequences
of an act (ei)
Normative belief
(what do important
others think about
this act?) (NBj)
Motivation to
comply (desire to
please these important
others) (MCj)
Attitude toward
the act (Aact)
How much consumer
is actually influenced
by these others (SN)
Behavioral Intentions
Behavior
11. Structural Models of AttitudesStructural Models of Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-Toward-the-Ad Model
12. The Tricomponent ModelThe Tricomponent Model
Components-
• Cognitive
• Affective
• Conative
• A consumer’s
emotions or
feelings about a
particular product
or brand
14. COGNITIVE COMPONENTCOGNITIVE COMPONENT
• The knowledge and perceptions that are
acquired by a combination of direct
experience with the attitude object and
related information from various sources
16. Conative ComponentConative 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