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In addition, attitude has three components, which referred to as the tri-component attitude model. The first one is the cognitive component, which is an attitude including a consumer’s knowledge and beliefs about an attitude object. The cognitive evaluations about an attitude object may be more subjective or objective. For example, when it comes to orange juice, subjective view tell you that it tastes good, while objective view says it contains different vitamin. The second one is the affective component, it is about what the consumer feels or the emotional reactions they hold about an attitude object. Such as a consumer who states ‘I like “Nike”‘ or ‘”Nike” is a bad brand’ is the results of expressing an affective or emotional evaluation of the product. The last one is the behavioral component; it means what is the tendency of previously attitude keeper in a proper manner towards an attitude object. This component is teaching you make a series of decisions to purchase or not to purchase a product, or recommend the product to your friends or your family. Above all, a change in one attitude component will tend to produce related changes in the other component, namely the principle of cognitive consistency. (Genevieve, Hawkins & Simone, 2006)


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