Marketing Research
MK0011 – Consumer Behaviour
Q1. Explain the tri-component attitude model.
Answer:
According to this model, attitudes are consisting of three main components:
a. Cognitive component (Knowledge, beliefs)
b. Affective component (emotions, feelings)
c. Conative component (behavioral aspect)
Three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario.
Cognative component:-
The first part of the tri-component attitude model cognitive component consists of a persons cognitions ie. the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. This knowledge & resulting perceptions commonly take the form of beliefs, i.e., the consumer believes that the attitude object processes various attributes and that specific behavior will lead to specific outcomes. These beliefs are based on a combination of the knowledge, experience and perceptions about the attitude object.
Affective component:-
The second part of the tri-component attitude model affective component consists of a persons emotion or feelings about a particular product or a brand. These emotion and feelings are frequently treated by consumer researchers as primarily evaluative in nature, i.e. they can be rated with degrees of an attribute - good/bad, favourable /unfavourable. Additionally the state of mind (emotionally charged states like happiness, sadness, anger, disgust, distress, shame, guilt, surprise etc.) also affects the attitudes by enhancing positive or negative emotions or feelings. This relates to consumer’s overall evaluation of the attitude object. Consumer beliefs about a brand’s attributes are multidimensional, but the feeling component is only one-dimensional.
Research indicates that such emotional states may enhance or amplify positive or negative experiences and that later recollections of such experiences may
Q1. Explain the tri-component attitude model.
Answer:
According to this model, attitudes are consisting of three main components:
a. Cognitive component (Knowledge, beliefs)
b. Affective component (emotions, feelings)
c. Conative component (behavioral aspect)
Three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario.
Cognative component:-
The first part of the tri-component attitude model cognitive component consists of a persons cognitions ie. the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. This knowledge & resulting perceptions commonly take the form of beliefs, i.e., the consumer believes that the attitude object processes various attributes and that specific behavior will lead to specific outcomes. These beliefs are based on a combination of the knowledge, experience and perceptions about the attitude object.
Affective component:-
The second part of the tri-component attitude model affective component consists of a persons emotion or feelings about a particular product or a brand. These emotion and feelings are frequently treated by consumer researchers as primarily evaluative in nature, i.e. they can be rated with degrees of an attribute - good/bad, favourable /unfavourable. Additionally the state of mind (emotionally charged states like happiness, sadness, anger, disgust, distress, shame, guilt, surprise etc.) also affects the attitudes by enhancing positive or negative emotions or feelings. This relates to consumer’s overall evaluation of the attitude object. Consumer beliefs about a brand’s attributes are multidimensional, but the feeling component is only one-dimensional.
Research indicates that such emotional states may enhance or amplify positive or negative experiences and that later recollections of such experiences may