The document discusses the tricomponent attitude model, which states that attitudes have three components: 1) A cognitive/knowledge component comprising people's beliefs and information about products/services. 2) An affective/emotional component referring to how people feel about their beliefs. 3) A conative/behavioral component regarding the tendency for action, like purchase intentions. Consumer attitudes are formed based on experiences and information from personal and marketer sources retained in memory. Beliefs get reinforced over time to shape attitudes. The knowledge component leads to emotions, which can be seen in consumers' statements of feeling toward brands. The behavioral component governs actions like repurchases or recommendations.

1. Consumer Behavior 2015 -Prof. Rajesh Satpathy

2. STRUCTURAL MODELS OF ATTITUDE
Several studies have been conducted to study and research upon
the dynamics underlying attitudes, their formation and change as
well as their relationship with acts of behavior.
The focus of the study has basically been intended to understand
the formation of attitudes, so as to be able to predict acts of
behavior, and influence them.
CONSUMER ATTITUDES

3. The tricomponent attitude model: As the name suggest, the
tricomponent attitude model states that attitudes are composed of
three components, viz., a knowledge (cognitive) component, feeling
and emotional (affect) component and the action (conative)
component.
The knowledge or the cognitive component comprises the cognitive
processes that lead to the formation of attitudes.
In terms of marketing, the knowledge or cognitive component of
the tri-component model consists of consumers' knowledge about
the products/service offering and the marketing mix.
CONSUMER ATTITUDES

4. Examples: Hyundai Santa Fe

5. Consumer attitudes are formed on the basis of experiences as well
as information received from personal (WOM, family, friends, peers
etc.) as well as impersonal (marketer’s sources/Ads) sources of
information that are retained in one’s memory.
These get shaped by beliefs and opinions, where the consumer
begins to perceive that the attitude object (person, situation or
thing) possesses certain attributes and acts of behavior would lead
to outcomes. The beliefs and opinions get repeatedly reinforced,
and finally give rise to attitudes. This knowledge component leads
to the emotional component.
CONSUMER ATTITUDES

6. Affect is made up of beliefs plus the way in which we feel about or
evaluate those beliefs based on our emotions. Affect is the way that
we feel in response to marketplace stimuli such as brands.
Consumers emotional reactions are often reflected in their
statements…
Examples: Honda Brio, Wagon R
CONSUMER ATTITUDES

7. The Tricomponent Attitude Model

8. Behavior Component has the tendency to respond or when action is
involved! In marketing terms it could mean purchase or no
purchase, recommendation to others or repurchases etc.
Statements like… I would repurchase the Ford Fiesta, which has
been my previous car. Or I would recommend this dealer to my
friends as they are the best for me.
CONSUMER ATTITUDES

9. Thank You!