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.

1. Gowtham Kumar V
17P002

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