Attitude

Tri- Component Attitude Model

Conation
Conation Affect
Affect

Cognition
Cognition
Healing [1] [2] [3] [4] [5] Not healing
Good [1] [2] [3] [4] [5] Bad
Sure [1] [2] [3] [4] [5] Not sure
 Multiattribute Attitude Models

- Fishbein Models:

• Attitude- toward- object Model

• Attitude- toward- behaviour Model

• Theory- of- reasoned- action Model

- The Theory of Trying

 Attitude- toward- Object Model

Attitude (object) = Σ biei

i = 1 to n

Where
Attitude (object)= overall measure of affect for or against the
attitude object
bi = strength of the belief that the attitude object contains the ith
attribute
ei = the evaluative dimension associated with the ith attribute
Σ = summation of n salient attributes of bi and ei combinations
How likely its performance is good, after sales service is guaranteed, price
is appropriate?
Very likely [+3] [+2] [+1] [0] [-1] [-2] [-3] Very Unlikely
 Attitude- toward- Behaviour Model

Attitude (behaviour) = Σ biei

i = 1 to n

Where

Attitude (object)= overall measure of affect for or against carrying out a specific action or
behaviour
bi = strength of the belief that an ith specific action will lead to a specific
outcome
ei = the evaluation of the ith outcome

Σ = summation of n salient outcomes of b and e combinations

i i
Intentions to buy:
• Definitely
• Probably
• Uncertain whether
• Probably will not
• Definitely will not
 Theory- of- reasoned- action Model
Beliefs that the
Behaviour leads to
Certain outcomes
Attitude
Towards the
Behaviour
Evaluation of
The outcomes

Intention Behaviour
Beliefs that
Specific referents
Think I should or should
not Perform the behaviour
Subjective
Norm
Motivation to
Comply with the
Specific referents
 The Theory of Trying
Σ biei Attitude towards
Frequency Recency of
success
Of past Past
Trying Trying

Expectation of
Success

Attitude towards Attitude Intention Trying

Σ bjej Toward To
Failure
Trying Try

Expectation of
Failure

Attitude toward Attitude

Σ bkek Toward
Process
Trying