How Reference Groups Exert Influence on Consumer Behavior

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Tri- Component Attitude Model

An attitude is the psychological response to a person, an object, to a situation, to society and to life itself that generally influence our behaviors and actions. Attitudes are either positive or negative. However our attitudes are not always dictated by our values and beliefs. Other factors in a given situation may influence our behavior. We can also have different attitudes towards the same thing depending on whom we are dealing with, the actual context of an exchange or an event or occurrence. Three major components of attitude are :

(1) Affective: emotions or feelings.
(2) Cognitive: belief or opinions held consciously.
(3) Conative: inclination for action.

Cognitive Component
The cognitive component refers to the knowledge, beliefs, and opinions the person has about the Nike product. The cognitive component is the individual’s information and knowledge about an object or concept. A person’s cognition is the knowledge and perceptions that are acquired by a combination of direct experience with the attitude-object and related information from various sources. This knowledge and resulting perceptions commonly take the form of beliefs; that is, the consumer believes that the attitude-object possesses various attributes and that specific behaviors will lead to specific outcomes. Beliefs are the cognitive component of consumer attitude. Positive brand associations enhance brand equity and are achieved through a number of positioning strategies. The beliefs about an object tend to control the change that may take place in an attitude.

Affective Component
The affect component of an attitude reflects feelings (“affect” is the technical term for positive or negative feelings), evaluation, or emotions regarding the attitude object. Affect refers to the way a consumer feels about an attitude object. It relates to the emotional content and arouses either likes or dislikes of a particular object. A consumer’s emotions or...
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