EduReadings: Tricomponent Attitude Model

This theory that i am going to explain here basically tells about the components of attitudes. How attitudes are formed? and how these components are integrated to form an attitude. I'll discuss it here majorly in consumer's context. So let's have deep insight of it...

In the under discussion model of attitude, three components of attitudes are identified by researchers n these are; Cognitive Component, Affective Component, Conative Component. Three three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario.
Cognitive Component:
Cognition is basically making decisions going through a thinking process. So this thinking process can occur on the basis of knowledge and perceptions that are already existing in our minds. So here i'll say that Cognitive Component of attitude is developing a belief based on past experience or perception and whenever we are exposed to attitude object (about which we are to form certain attitude) and our those belief will form our behavior towards that attitude object, and if its positive our attitude towards it will also be positive or vice versa, i.e.

Suppose you are to make decision between where to lunch either McDonald's or KFC, now you will think and extract all the knowledge in your mind that may be due to past experience or gathered from different sources, you will be having certain beliefs on the basis of these knowledge bits and bytes and then your behavior will be led by these beliefs and your attitude would be led by you behavior.

Affective Component:

This Component of Attitude formation is all about emotional feelings of a consumer about the particular product or brand. People have certain emotions regarding the attitude objects either favorable or unfavorable; good or bad, it may be regardless of any quality, specification, features, utility or brand name. Like i may prefer KFC over McDonald's as KFC people are more into charitable social work. So my positive emotions would be with KFC.

Sometimes emotionally charged states can also manifest this affect-laden experiences. For instance, if you are at best of your mood and you are asked to have an icecream, you response would most probably be positive, which would be opposite in other cases. So your mood at certain situation also counts.

Conative Component:

This final component is concerned with the likelihood or tendency that a specific action will be undertaken by an individual regarding attitude object. It is treated as an expression of consumer's intention to buy. It may include action itself. Consumers usually make purchases for positively evaluated brands. Their intentions towards those brands are positive, so their attitude towards those brand would be positive.

So Tricomponent Attitude Model explains how attitudes are formed towards an object and what components are involved, i hope its all clear to you :)

9 Comments:

Kalsang Choedon said...

it is very helpful.. thank you

Mubasshir said...

Thank You..!

Irfan Ahmed said...

Thankyou

Irfan Ahmed said...

Thankyou

Emon Mukherjee said...

thanks alot :)

Unknown said...

crystal clear!!!! Thank you!! :)

Alex said...

Thanks.It was helpful and understandable.

happy roni said...
This comment has been removed by the author.
Bilal Gulzar said...

V nice easy wording and helpful examples, highly thankful.....

Post a Comment