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
• Is general because it applies to more than
a momentary event.
• Has three components - beliefs, affect,
and behavioural intentions.
Importance of attitudeImportance of attitude
Attitude is important because:
• Cognitive function.
• The affective function.
• The connative function.
Forming and sources ofForming and sources of
influencing attitudeinfluencing attitude
• Approach 1- attitudes based
• Approach 2- attitudes based
Influencing attitudesInfluencing attitudes
• Two ways to influence-
Attitude play powerful roles, once
Forming attitude through cognitionForming attitude through cognition
1. Cognitive response model.
2. TORA model.
Cognitive response modelCognitive response model
• Cognitive response
1. Counter arguments
2. Support arguments
3. Source derogation
TORA-Theory of reasoned actionTORA-Theory of reasoned action
of an act (bi)
of an act (ei)
(what do important
others think about
this act?) (NBj)
comply (desire to
please these important
the act (Aact)
How much consumer
is actually influenced
by these others (SN)
Calculating TORA BehavioralCalculating TORA Behavioral
BI A SN
A b e
SN NB MC
act i i
Structural Models of AttitudesStructural Models of Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-Toward-the-Ad Model
The Tricomponent ModelThe Tricomponent Model
• A consumer’s
feelings about a
TRICOMPONENT ATTITUDE MODELTRICOMPONENT ATTITUDE MODEL
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
Affective ComponentAffective Component
• A consumer’s emotions or
feelings about a particular
product or brand
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