31-07-2014, 01:57 PM
CONSUMER ATTITUDE
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INTRODUCTION
Attitude is a relatively permanent organizing or
Cognitive,perceptual,emotional,and motivational process with respect to some aspect of people’s environment.It is primarily a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object.
Meaning of attitude
Attitudes are an overall evaluation that allows one to respond in a consistently favorable or unfavorable manner with respect to a given object or alternative
Attitudes have an object
By definition must have an object. That is, they must have a focal point whether it is an abstract concept, such as "ethical behavior”, or a tangible item, such as a motorcycle. the object can be a physical thing, such as a product, or it can be an action, such as buying a lawnmower.
Attitudes have structure
Attitudes display organization, which means that they have internal consistency and possess inter-attitudinal centrality. They also tend to be stable, to have varying degrees of salience, and to be generalized.
Tri-component model of attitude
1)Cognitive component:-The first part of tri-component attitude modal so individual’awareness,knowledge,belifes,and images of the attitudinal object. it is the conscious,thinking part of attitude.
2)Affective component:-The second part of the tri-component attitude model so there are the emotions and feeling of like and dislike, which do not always have a basis in objective fact
Multi-attribute attitude models
1)Attitude towards object modal
2)Attitude towards behaviour modal
3)Throry or reasoned action modal