Tri-Component Attitude Model

Topics: Classical conditioning, Operant conditioning, Behaviorism Pages: 15 (1141 words) Published: November 12, 2012
Tri-Component Attitude Model
Tri-

Attitude
Attitude

(aka, The ABC Model)

Affect (Emotions):

A lasting evaluation of an object.
lasting

– The way a consumer feels about an attitude object.

Object
Object evaluations are generally unidirectional,
although ambivalence is possible.

Behaviour (Connative):
– Consumer’s intent to do something in relation to an
attitude object.

Cognition (Beliefs):
– Thoughts a consumer has about an attitude object.

Attitude Functions

The ABC Attitude Model
Initiator

Component

Component Manifestation

Affective

Attitude

Emotions

– Attitude held due to object’s utility.

EgoEgo-Defence:

Stimuli:
•Products
•Situations
•Retail outlets
•Sales personnel
•Advertisements
•Other attitude
objects

Utilitarian:
Utilitarian:

– Attitude stems from self-image protection.
selfBehaviour

Behavioural Intentions

Overall
Object
Evaluation

ValueValue-Expressiveness:
– Attitude reflects consumer’s values and lifestyle.

Knowledge:
Knowledge:
Cognitive

Beliefs

– Attitude formed by consumer’s need to know
and understand the objects that they encounter.
encounter.

Attitude
Attitude Characteristics

Attitude Characteristics Examples

Favorability:
Favorability:
– Amount of like or dislike for an object.

Accessibility:
Accessibility:
– Ease of recall about an object from memory.
– Generally a function of time passage.
passage.

Confidence:
Confidence:
– How strongly an attitude is held.

Favorability
Favorability

“I like it a lot.”

Accessibility
Accessibility

“I can remember my attitude
toward it.”

Confidence
Confidence

“I’m sure I like it.”

Persistence
Persistence

“I’ve liked it for a long time
and will continue to like it.”

Persistence:
Persistence:
– Amount of time an attitude resonates.
resonates.

Resistance:
Resistance:

Resistance
Resistance

“I’ll like it no matter what
anyone says about it.”

– How easily an object attitude can be changed.

Attitude
Attitude Strength
Attitudes
Attitudes based on personal experience
tend to be stronger than attitudes based
on secondary information.
– Rationale behind experiential marketing.
marketing.

Brand
Brand loyal consumers tend to hold strong
positive attitudes toward a brand and are
unwilling to abandon the product.

Cognitive
Cognitive Learning
Mental
Mental processes used to solve problems or
cope with situations.
Iconic
Iconic Rote (Low Involvement):
– Association between 2+ concepts without
conditioning, often through repetition.

Vicarious
Vicarious Modeling (Low/High Involvement):
– Observing outcomes of other people’s behaviours
and correspondingly adjusting own behaviour

Reasoning
Reasoning (High Involvement):
– Use of original thinking to restructure and
recombine both existing and new information to
form new perspectives.

Attitudinal
Attitudinal Processing
CentralCentral-Route Processing (High-Effort):
(High– Object attitudes are based on conscious and
elaborate analysis.
– Results in strong, easily accessible, and
confidently held attitudes.

PeripheralPeripheral-Route Processing (Low-Effort):
(Low– Object attitudes are not based on an elaborate
analysis, rather a low effort assessment.
– Consumer attitudes can be more easily changed.

Central Processing:
Thoughts and Attitudes
Cognitive
Cognitive Response Model:
– Relates how a consumer’s thoughts affect their
attitude toward an object.
– Predicts how a consumer will respond to and
what attitude will develop toward a stimulus.

Possible
Possible Cognitive Responses:
– Counterargument.
– Support Argument.
– Source Derogations.

Illustration of the Dual Route Model:
Dual
Celebrity Endorsements
Is the product
important or
expensive?

Yes

Is the endorser
congruent with
the product?

No (Bad Fit)
Peripheral
Route (Low
(Low
Elaboration)
Elaboration)

No

Central...
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