Amity International Business School

AMITY INTERNATIONAL
BUSINESS SCHOOL
MBAIB/IMBBA/3CMBA, Semester IV
CONSUMER BEHAVIOUR
ATTITUDE FORMATION AND CHANGE
KOKIL JAIN 1
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A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.

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 Structural Models of Attitudes
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• Tricomponent Attitude Model

• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-Toward-the-Ad Model

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A Simple Representation of the
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Tricomponent Attitude Model

Figure 8.2

Cognition

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The Tricomponent Model

Components

The knowledge and

• Cognitive perceptions that are
• Affective acquired by a
combination of direct
• Conative experience with the
attitude object and
related information
from various sources

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The Tricomponent Model

Components

• Cognitive A consumer’s
• Affective emotions or feelings
about a particular
• Conative product or brand

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The Tricomponent Model

Components

The likelihood or
• Cognitive
tendency that an
• Affective individual will undertake
• Conative a specific action or
behave in a particular
way with regard to the
attitude object
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Attitude models that

examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.

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FISHBEIN’S Attitude Model

A0 = person’s overall attitude towards the object

bi = the strength of his belief that object is related to
attribute i
ei = his evaluation or intensity of feelings towards
attribute i
n = the number of relevant beliefs for that person

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Fishbein’s Behavioural Intentions Model

B≈ BI = w1(AB) + w2 (SN)
B= Person’s actual behaviour
BI= His intention to behave in a specific manner
AB= His attitude towards performing that behaviour
SN= Subjective norms
w1 & w2 = weights representing the relative
influence of AB and SN respectively on
behavioural intentions
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A Simplified VersionAmity
ofInternational
the Theory Business School

of Reasoned Action - Figure 8.5

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A model that proposes

that a consumer forms
various feelings (affects)
and judgments
Attitude- (cognitions) as the result
Toward-the- of exposure to an
Ad Model advertisement, which, in
turn, affect the
consumer’s attitude
toward the ad and attitude
toward the brand.

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A Conception of theAmity
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International Business School

among Elements in an Attitude-

Toward-the-Ad Model - Figure 8.7

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A theory that suggests

that a person’s level
Elaboration of involvement during
Likelihood message processing is
Model a critical factor in
(ELM) determining which
route to persuasion is
likely to be effective.

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