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Tri-Component Attitude Model

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Tri-Component Attitude Model
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.”
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