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Attitudes and Consumer Behavior
Attitudes and Consumer Behavior
Attitudes and Consumer Behavior
Cognitive Component
Cognition refers to all beliefs that an individual holds for the attitude object.
Let us say we are talking about an individual’s attitude toward a particular
brand of toothpaste. His cognitive component of
attitude toward the said brand, say, ‘Pepsodent,’ may be expressed as,
“Pepsodent whitens teeth.” How does he say that this particular brand of
toothpaste whitens teeth? This is based on his cognition or knowledge about
the brand. His cognition may be developed through reading, listening to
others, or through the experience.
This aspect of attitude tells us how he evaluates the attitude object. The
evaluation is usually based on his knowledge about different aspects of the
attitude object and his beliefs on these aspects.
His evaluation based on the knowledge or cognition tells him whether to see
the attitude aspect favorably or unfavorably and the action he should take in
case of an unfavorable attitude developed toward the object.
Affective Component