CONSUMER ATTITUDE

An attitude is a learned predisposition to behave in a consistently favorable or

unfavorable way with respect to a given object.
• The attitude “Object”

• Attitudes are learned predisposition

• Attitudes have consistency (but not permanent)

• Attitudes occur within situation

TRICOMPONENT ATTITUDE MODEL

* Cognitive component * Affective component * Conative component

 CONSUMER ATTITUDE

ATTITUDE FORMATION
How do young people form their attitudes?

How do they form attitude for e.g. towards clothing brands?

How attitudes are learned?

Sources of influence on Attitude formation

Personality factors

Strategies of attitude change

Cognitive dissonance theory