Tricomponent Attitude

Model
What Are Attitudes?
• A learned predisposition to behave in a
• consistently favorable or unfavorable
• manner with respect to a given object.
Examples:
• Consumer attitude towards online shopping
• Consumer attitude towards mobile services
Characteristics of Attitude
• Attitude is a object
• Attitude are learnt
• Attitude are predisposition
• Attitude are emotional component
• Attitude influence human behaviour
Tricomponent Attitude Model
• Cognitive component-Cognitive component is a set of information,
ideas, facts and knowledge about an object.
• Affective component- The component consist of emotions and
feelings towards an object. it can be emotions of liking or
disliking,favoring or disfavoring, positive or negative evaluation
towards the object
• Behavioral Component-it’s the tendency to behave towards the
object
Example
• Anything we know an object or the fact we have about an object is
the cognitive.On the basis of our knowledge about an object,we have
emotions of liking or disliking towards the object- these emotions are
the affective component.On the basis of our information and emotion
towards the object,we act towards the object in the specific way-it is
the behavioral component
Attitude Formation
• How attitudes are learned
Conditioning and experience
Knowledge and beliefs
• Sources of influence on attitude formation
Personal experience
Influence of family
Direct marketing and mass media
• Personality factors
Thank you