INTEGRAL UNIVERSITY

Consumer behavior and decision (ASSIGNMENT -2)

2020 - 2021

Submitted by Submitted to
RADHIKA Mrs. RIZWANA ATIQ
Enrollment no. – 1900102262
Roll no. – 1901029162
Course – BBA
Year – 2nd Semester – 4th
Section - C
 QUESTION
Explain the tri components attitude model.

ANSWER
"The tricomponent attitude model states that attitudes are composed of
three components, viz., a knowledge (cognitive) component, feeling and
emotional (affect) component and the action (conative) component.

3 components of attitude are;

1. 1.Cognitive Component.
2. 2.Affective Component.
3. 3.Behaviroral Component.
Cognitive Component

The cognitive component of attitudes refers to the beliefs, thoughts, and

attributes that we would associate with an object. It is the opinion or belief
segment of an attitude. It refers to that part of attitude which is related in
general knowledge of a person.

Typically these come to light in generalities or stereotypes, such as ‘all babies

are cute’, ‘smoking is harmful to health’ etc.

Affective Component

Affective component is the emotional or feeling segment of an attitude.

It is related to the statement which affects another person.

It deals with feelings or emotions that are brought to the surface about
something, such as fear or hate. Using the above example, someone might
have the attitude that they love all babies because they are cute or that they
hate smoking because it is harmful to health.

Behavioral Component

Behavior component of an attitude consists of a person’s tendencies to

behave’in a particular way toward an object. It refers to that part of attitude
which reflects the intention of a person in the short-run or long run.

Using the above example, the behavioral attitude maybe- ‘I cannot wait to kiss
the baby’, or ‘we better keep those smokers out of the library, etc.
Conclusion

Attitude is composed of three components, which include a cognitive

component, effective or emotional component, and a behavioral component.

Basically, the cognitive component is based on the information or knowledge,

whereas the affective component is based on the feelings.

The behavioral component reflects how attitude affects the way we act or
behave. It is helpful in understanding their complexity and the potential
relationship between attitudes and behavior.

But for clarity’s sake, keep in mind that the term attitude essentially refers to
the affected part of the three components.

In an organization, attitudes are important for their goal or objective to

succeed. Each one of these components is very different from the other, and
they can build upon one another to form our attitudes and, therefore, affect
how we relate to the world.