(aka, The ABC Model)
A lasting evaluation of an object.
– The way a consumer feels about an attitude object.
Object evaluations are generally unidirectional,
although ambivalence is possible.
– Consumer’s intent to do something in relation to an
– Thoughts a consumer has about an attitude object.
The ABC Attitude Model
– Attitude held due to object’s utility.
– Attitude stems from self-image protection.
– Attitude reflects consumer’s values and lifestyle.
– Attitude formed by consumer’s need to know
and understand the objects that they encounter.
Attitude Characteristics Examples
– Amount of like or dislike for an object.
– Ease of recall about an object from memory.
– Generally a function of time passage.
– How strongly an attitude is held.
“I like it a lot.”
“I can remember my attitude
“I’m sure I like it.”
“I’ve liked it for a long time
and will continue to like it.”
– Amount of time an attitude resonates.
“I’ll like it no matter what
anyone says about it.”...