Gowtham Kumar V
17P002

According to this model, Attitude consists of three components :
1. Affective component
2. Behavioural (Conative) component
3. Cognitive component

 In marketing terms, it refers to a consumer’s feelings about a
product/service offering and the marketing mix.
 It is evaluative in nature and would vary as like or dislike,
favourableness or unfavourableness.
 Expressions like happiness, sadness, anger, surprise etc., affects the
purchase decision making as well as the purchase process.
 Such reactions and resultant states also get stored in our memory.
Their recall and recollection also impacts future decision making.

 The first components, knowledge and feeling are not expressive of
attitudes. Only this component through which attitudes can be
inferred.
 The conative component, is indicative of the an individual’s tendency
to behave [act or not to act (to buy or not to buy)] in a particular
manner with respect to the attitude object (product/service offering,
brand etc.).

 Consumer attitudes are formed on the basis of experiences as well
as information received from personal ( family, friends, peers etc.).
 Impersonal (marketer’s sources) sources of information that are
retained in one’s memory.

 Affective component – Feelings and Emotions
 Behavioural component – Act and Behave
 Cognitive component – Belief and Knowledge