Consumer Attitude and Beliefs
1. Explain a person’s attitude towards visiting Disneyland in Hong Kong in terms of the tri-component model.
The tri-component attitude model is made up of three major components:
(i) The Cognitive Component – a consumer’s attitude is initially based upon their own knowledge and perception through direct experience with the attitude object and related information from other sources.
Prior Visit: if an individual has looked at brochures or searched up Hong Kong Disneyland online, then their attitude towards it should be positive, relating to their also positive perception received through information from sources
After Visit: after visiting HK Disneyland, the individual would have had direct experience with the attitude object, thus their attitude would be based upon their experience there.
(ii) The Affective Component – the emotions and or feelings a consumer associates with a particular brand or product.
Prior Visit: assuming that the individual is a fan of rides and an adrenaline rush, the affective component would mostly likely involve the feeling of excitement of visiting Disneyland
After Visit: if the individual’s visit to HK Disneyland was positive, they would probably have feelings of happiness and maybe even an emotion of sadness that they have to leave
(iii) The Conative Component – the likelihood or tendency of a consumer to undertake a specific action or behave in a certain manner with regard to the attitude object.
Prior Visit: since this component is based on an individual’s tendency to act (and not the actual acting), it would depend on each individual’s unique behaviour towards something; e.g. one may have the tendency to get too excited and not be able to concentrate on work properly.
After Visit: an individual may have the tendency to boast to their friends about how fabulous their visit to HK Disneyland was. 2. Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand
The tri-component attitude model is made up of three major components:
(i) The Cognitive Component – a consumer’s attitude is initially based upon their own knowledge and perception through direct experience with the attitude object and related information from other sources.
Prior Visit: if an individual has looked at brochures or searched up Hong Kong Disneyland online, then their attitude towards it should be positive, relating to their also positive perception received through information from sources
After Visit: after visiting HK Disneyland, the individual would have had direct experience with the attitude object, thus their attitude would be based upon their experience there.
(ii) The Affective Component – the emotions and or feelings a consumer associates with a particular brand or product.
Prior Visit: assuming that the individual is a fan of rides and an adrenaline rush, the affective component would mostly likely involve the feeling of excitement of visiting Disneyland
After Visit: if the individual’s visit to HK Disneyland was positive, they would probably have feelings of happiness and maybe even an emotion of sadness that they have to leave
(iii) The Conative Component – the likelihood or tendency of a consumer to undertake a specific action or behave in a certain manner with regard to the attitude object.
Prior Visit: since this component is based on an individual’s tendency to act (and not the actual acting), it would depend on each individual’s unique behaviour towards something; e.g. one may have the tendency to get too excited and not be able to concentrate on work properly.
After Visit: an individual may have the tendency to boast to their friends about how fabulous their visit to HK Disneyland was. 2. Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand