Tri-Component Attitude Model - 1148 Words

Tri-Component Attitude Model Tri- Attitude Attitude (aka, The ABC Model) Affect (Emotions): A lasting evaluation of an object. lasting – The way a consumer feels about an attitude object. Object Object evaluations are generally unidirectional, although ambivalence is possible. Behaviour (Connative): – Consumer’s intent to do something in relation to an attitude object. Cognition (Beliefs): – Thoughts a consumer has about an attitude object. Attitude Functions The ABC Attitude Model Initiator Component Component Manifestation Affective Attitude Emotions – Attitude held due to object’s utility. EgoEgo-Defence: Stimuli: †¢Products †¢Situations †¢Retail outlets †¢Sales personnel†¦show more content†¦Celebrity endorsement more likely to be effective. Central Processing: Attitude Attitude Models Attitude Attitude Models: – Assesses attitude formative elements and tries to predict consumer attitudes toward a product. MultiMulti-attribute Models (e.g., Fishbein-TORA): Fishbein– Assumes attitude are dependent on several attributes. MultiMulti-attribute Models Elements: – Object Attributes. – Beliefs. – Importance Weights. MultiMulti-attribute Model Exercise Central Processing: How Can Marketers Change Attitudes? The The Basic Formula: Where: Aijk = ÃŽ £ÃŽ ²ijkIik Attitudes can be changed by using marketing stimuli containing: i = attribute j = brand brand k = consumer consumer I = the importance weight given attribute (I) by consumer (k) the ÃŽ ² = consumer (k) belief regarding the extent to which brand (j) possesses attribute (I) A = a particular consumer’s (k) attitude score for brand (j) particular Quiz Quiz Time: Use your calculators to solve for Factors: CognitiveCognitive-based Credibility Reputation Source Message Quality Arguments Comparative Messages AffectiveAffective-based Attractiveness MatchMatch-up Hypothesis Emotional Appeals Fear Appeals ÃŽ ² Peripheral Processing: Mere Exposure Effect Tendency Tendency to prefer familiar objects. Not Not dependent on reasoning orShow MoreRelatedMarketing Research925 Words   |  4 PagesExplain 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 ofRead MoreCoca Cola Great Britain ( Ccgb ) Essay930 Words   |  4 Pagesof changing consumer attitudes and behaviours, caused by the worldwide debate around sugar and its links to obesity (Roderick, 2016). 1.1 Research Aim The aim of this paper is to apply theoretical frameworks to examine the changes in consumer attitude and behavioural challenging Coca Cola’s UK emerging â€Å"One Brand† retail strategy. 1.2 Research Objectives There are two objectives in this study: a. To examine the subjective and objective nutritional knowledge and attitudes of UK consumer’s, withRead Moreconsumer Essay1018 Words   |  5 Pagesï » ¿1. 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Analyse CCGB â€Å"One Brand† marketing strategy, relating to addressing the internal (consumer attitudes) and external (politicalRead MoreThe National Health Service Report2033 Words   |  9 Pagesconsumer behaviour and attitudes towards Coca-Cola Great Britain (CCGB) â€Å"One Brand† retail strategy. 1.2 Research Objectives There are three defined targets for this study: 1. Define the relationship between current health issues regarding sugar and the changes in consumer attitudes towards CCGB, by identifying potential challenges to their â€Å"One Brand† retail strategy 2. Analyse CCGB â€Å"One Brand† marketing strategy, relating to addressing the internal (consumer attitudes) and external (politicalRead MoreConsumer Behaviour2806 Words   |  12 Pageshere failure of satisfying earlier need motivate her to use substitute. She is defector on the basis of consumer satisfaction as she is buying new brand when she find better qualities, features in it as compared to previous one(Dove). 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