According to ABC model of attitudes, the individual’s attitude has three component: - Affect
(feelings) - Behaviour( actions) - Cognition(beliefs)
Depending on the nature of the product one of these three components will be the dominant
influence in creating an attitude towards a product.
1.The cognitive component: These consist of a customer’s beliefs about an object and their
knowledge about the object. Cognition is more critical for important products such as computer
systems which require us to process objectives or technical information before we can come to
a decision. For most attitudes objects, we have a number of beliefs. Example; we may believe
that coke is popular with younger people, contains caffeine, is competitively priced and is
made by a large company, this total configuration of beliefs about the brand of soft drink
represents the cognitive component of attitude towards coke.
2.The affective component: Affective component involves our feelings and emotions towards an
object. This maybe as a result of several evaluations of the product’s performance on each
several attributes. Affect is usually most important for products that use to say something about ourselves. E.g. perfumes. A customer’s affective reaction to a product may change as situation changes. E.g. a particular product has caffeine in it, caffeine will keep you awake.
These beliefs may cause a positive affective response when the customer wants to stay awake
and a negative response when they want to drink something late in the evening that will not
keep them awake later.
3.The behavioural component These represent the outcome of the cognitive and affective
components. That is to buy or not to buy. What a customer does about knowledge of and
feelings towards a product is very important to a company. The behavioural component is
manifested in both intentions to buy or the actual buying. Behaviour often determines attitudes
for commonly bought items such as chewing gun, where we often form an attitude based on
how the product tastes or performs.
Titany answered the question on November 3, 2021 at 12:23
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