A learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object.
Learned predisposition, consistency, occur within a situation/influenced by situational factors, have a direction
Tricomponent Attitude Model
Cognition: Knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from the various sources. (takes form of beliefs/expectations)
Affect: A consumer's feelings or emotions about a particular service/brand/product.
Conation: The likelihood or tendency that an individual will undertake a specific action or behave in a particular way. (intent to actually purchase)
Knowing, feeling, doing.
Attitude-towards-Behavior: Focuses on the consumer's attitudes about their behaviour or actions towards a brand/service.
Attitude-towards-the-ad: After exposure to the ad, a consumer forms various Feelings (affect) + Judgements (cognitions)
Theory-of-Reasoned-Action: Combines Tri-Component Model in a different format. There are Subjective Norms (come from relevant others).
Theory of Planned Behaviour: Consumer behaviour is influenced by the level of perceived behavioural control experienced by each consumer.
Strategies of Attitude Change
Elaboration Likelihood Model (ACP)Central Route to Persuasion
Peripheral Route to Persuasion (without focusing on info)
Cognitive Dissonance Theory
Consumers can feel discomfort about a purchase because they have conflicting thoughts about a belief or an attitude object.
Consumer and Marketing Strategies to Reduce Post Purchase Dissonance
Seek out ads that support their choice
"sell" friends on the benefits
look for known satisfied owners for reassurance
Marketers Structure ads to show benefits
After sales service
Attempts to explain how people assign causality to events.