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Chapter 8 Consumer Attitude Formation and Change
Chapter 8 Consumer Attitude Formation and Change
Consumer Attitude
Formation and Change
Consumer Behavior,
Ninth Edition
Cognition
Components
Components
• Cognitive A consumer’s
• Affective emotions or feelings
about a particular
• Conative product or brand
Starbucks Coffee
Copyright 2007 by Prentice Hall 8-9
The Tricomponent Model
Components
Types
• The attitude-toward- • Attitude is function of
object model evaluation of product-
• The attitude-toward- specific beliefs and
behavior model evaluations
• Theory-of- • Useful to measure
reasoned-action attitudes toward
brands
model
Types
• The attitude-toward- • Is the attitude toward
object model behaving or acting
• The attitude-toward- with respect to an
behavior model object, rather than the
• Theory-of- attitude toward the
reasoned-action object itself
model • Corresponds closely
to actual behavior
Copyright 2007 by Prentice Hall 8 - 14
Multiattribute Attitude Models
Types
• The attitude-toward- • Includes cognitive,
object model affective, and
• The attitude-toward- conative components
behavior model • Includes subjective
• Theory-of- norms in addition to
reasoned-action attitude
model