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Tri-component model :
According to the tri-component model, attitudes consist of three major components ± (1)
cognitive (knowledge, leering), (2) affective (feelings, emotions), & (3) conative (tendency,
intention or inclination)

1. Cognitive component ± The first part of the tri-component attitude model cognitive component
consists of a person¶s cognitions, i.e., the knowledge & perceptions that are acquired by a
combination of direct experience with the attitude object & related information from various
sources. This knowledge & resulting perceptions commonly take the form of beliefs, i.e., the
consumer believes that the attitude object processes various attributes and that specific
behavior will lead to specific outcomes.

2. Affective component ± The second part of the tri-component attitude model affective
component consists of a person¶s emotion or feelings about a particular product or a brand.
These emotion & feelings are frequently treated by consumer researchers as primarily
evaluative in nature, i.e., they can be rated with degrees of an attribute ±good/bad, favorable /
unfavorable. Additionally the state of mind (emotionally charged states like happiness, sadness,
anger, disgust, distress, shame, guilt, surprise etc.) also affects the attitudes by enhancing
positive or negative emotions or feelings.

3. Conative component - The third part of the tri-component attitude model conative component
consists of a person¶s likelihood or tendency to undertake a specific action or behavior towards
the attitude object. Often this means the actual action or behavior itself, or the intention to buy a
particular product. Buyer intention scales like ± ³How likely one is to buy´ or ³The chance that
one will buy´ are used to assess the likelihood /chances that a person buying a product.
Multi-Attribute Model of Attitudes
These models portray consumers¶ attitudes with regard to an attitude object as a function of
consumer¶s perception and assessment of the key attributes or beliefs held with regards tothe
particular attitude object. There are several variations of this kind of models, a few ofwhich are
given below :
1. Attitude towards object model ± This model is especially suitable for measuring attitudes
towards a product/service category or specific brands. According to this model the consumers¶
attitude towards a product or specific brands of a product is a function of the presence or
absence and evaluation of certain product specific beliefs and/or attributes. In other words,
consumers generally have favorable attitudes towards those brands that they believe have an
adequate level of attributes that they evaluate as positive, and they have unfavorable attitudes
those brands they feel don¶t have an adequate level of desired attributes or have too many
negatives or undesired attributes.
2. Attitude towards behavior model ± This model is individual¶s attitude towards ³behaving or
acting´ with respect to an object rather than the attitude towards the object itself. The appeal of
the attitude toward behavior that it seems to correspond somewhat more closely to the actual
behaviour than the attitude towards object model. Ex. It¶s important for the marketers to know
the individual¶s attitude about the act of purchasing a BMW(attitude toward behavior) rather than
to know about his attitude toward the car(attitude toward object). This seems logical for a
consumer might have a positive attitude towards an expensive BMW but a negative attitude
towards his prospects for purchasing the vehicle.
3. Theory of reasoned action model ± This model is similar to the tri-component model of
Reason-Emotion-Intention. In the tri-component model all these components complement&
supplement one another and the result is a combined one. But in the theory of