Page 103 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 7.3 Structural Models & Theories of Attitude

Psychologists have devoted considerable efforts to understand the relationship between attitudes
and behaviour and a number of models have been developed to understand underlying
dimensions of an attitude (Richard J Lutz).

7.3.1 Tri-component Attitude Model

According to this model, attitudes are consist of three main components:
1. Cognitive component (knowledge, beliefs)
2. Affective component (emotions, feelings)
3. Conative component (behavioural aspect)

Cognitive Component

Consumers’ beliefs about an object are the attributes they ascribe to it. These beliefs are based on
a combination of the knowledge, experience and perceptions about the attitude object. For most
attitude objects consumers have a number of beliefs and that a specific behaviour will result in
specific outcomes.

Example: An individual may believe that ThumsUp:

1. is popular with younger consumers
2. is moderately sweet
3. contains a lot of caffeine

4. is competitively priced
5. is marketed by a large company.

Figure 7.1: Simple Representation of Tri-component Attitude Model

Cognitive

Affective Conative

The total configuration of beliefs about ThumsUp represents the cognitive component of attitude
about this brand of soft drink. It is important to realise that beliefs need not be correct or true.
They just need to exist.

98 LOVELY PROFESSIONAL UNIVERSITY