I. THE CONCEPTUAL MODEL – TRICOMPONENT ATTITUDE MODEL
I. THE CONCEPTUAL MODEL – TRICOMPONENT ATTITUDE MODEL
Schiffman and Kanuk in 2007 defined attitude in consumer behavior that “is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object” . Similarly, Eagly and Chaiken, 1993 also defined that attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor. There are also some studies mentioned the attitude of audience towards advertising, Kotler (2000) further elaborates attitude as an individual personal evaluation, emotional feeling attached and action tendency toward some objects or ideas. In relations to the advertising industry, Bauer and Greyser (1968) take the view of attitude towards advertising as the audience behavior towards the advertising. Audience behavior towards the advertising can be indicated through consumers’ favorable or unfavorable response towards a particular advertisement (MacKenzie and Lutz, 1989). According to Mehta (2000), consumers’ attitude towards advertising is one of the influential indicators of advertising effectiveness because consumer’s cognitive ability towards the advertising are reflected in their thoughts and feelings and subsequently will influence their attitude towards advertising (Mackenzie and Lutz, 1989).
The conceptual model of research is based on the concept of Tri-component Attitude Model developed originally by Fishbein, 1975. According to this model, attitude consists of three main components: a cognitive ( or knowledge) component, an affective ( or feeling ) component and a conative ( or intention) component.
Figure : A simple Representation of the Tricomponent Attitude Model
(Source: Schiffman and Kanuk (2007). Consumer Behavior, 9th edition. Pearson Education International, Inc., p.235)
However, the idea that attitudes are formed on the basis of cognitive, affective, and conative (behavioral) components has been
Schiffman and Kanuk in 2007 defined attitude in consumer behavior that “is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object” . Similarly, Eagly and Chaiken, 1993 also defined that attitude is a psychological tendency that is expressed by evaluating a particular entity with some degree of favor or disfavor. There are also some studies mentioned the attitude of audience towards advertising, Kotler (2000) further elaborates attitude as an individual personal evaluation, emotional feeling attached and action tendency toward some objects or ideas. In relations to the advertising industry, Bauer and Greyser (1968) take the view of attitude towards advertising as the audience behavior towards the advertising. Audience behavior towards the advertising can be indicated through consumers’ favorable or unfavorable response towards a particular advertisement (MacKenzie and Lutz, 1989). According to Mehta (2000), consumers’ attitude towards advertising is one of the influential indicators of advertising effectiveness because consumer’s cognitive ability towards the advertising are reflected in their thoughts and feelings and subsequently will influence their attitude towards advertising (Mackenzie and Lutz, 1989).
The conceptual model of research is based on the concept of Tri-component Attitude Model developed originally by Fishbein, 1975. According to this model, attitude consists of three main components: a cognitive ( or knowledge) component, an affective ( or feeling ) component and a conative ( or intention) component.
Figure : A simple Representation of the Tricomponent Attitude Model
(Source: Schiffman and Kanuk (2007). Consumer Behavior, 9th edition. Pearson Education International, Inc., p.235)
However, the idea that attitudes are formed on the basis of cognitive, affective, and conative (behavioral) components has been