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CONSUMER ATTITUDE

Triandis Definition of Attitude:
“An attitude is an idea changed with emotion which
predispose a class & actions to a particular class of
social situations. Any person, product or creditor of a
person or social event can function as a social
object.”

Attitudes are severally conceived as having three
components:
1. Cognitive
2. Behavioral
3. Effective
COMPARATIVE SCALING TECHNIQUES

• Paired Comparison Scaling
A comparative scaling technique in which a
respondent is presented with two objects at a time and
asked to select one object in the pair according to
some criterion. The data obtained are ordinal in
nature.

• Rank Order Scaling
A comparative scaling technique in which respondents
are presented with several objects simultaneously and
asked to order or rank them according to some
criterion.
• Constant Sum Scaling
A comparative scaling technique in which respondents
are required to allocate a constant sum of units such
as points, dollars, chits stickers, or chips among a set
of stimulus objects with respect to some criterion.

• Q-Sort and Other Procedures
A comparative scaling technique that uses a rank order
procedure to sort objects based on similarity with
respect to some criterion.

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