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
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,
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