A preview of attitude models

Five categories of attitude models have received

attention in the study of consumer attitudes:

 ✓ The tricomponent attitude model, which

focuses on the cognitive (belief), affective

(feeling), and conative (behavior) compo-

nents of attitude

 ✓ The multiattribute attitude models, which

include the attitude-toward-object model

and the attitude-toward-behavior model

 ✓ The trying-to-consume attitude model, which

focuses on what consumers are trying to

achieve by purchasing a product or service

 ✓ The attitude-toward-ad model, which focuses

on how consumers respond to advertise-

ments

 ✓ The theory of reasoned action, which looks

at both internal and external influencing

factors that affect purchasing behavior

You can use these models to gain a better

understanding of the role that attitudes play

in consumer behavior. The models deal with

the structure and composition of a developing

attitude. Throughout this chapter, I cover the

concepts you need to know; you can use the

preceding list as a starting point if you’re inter-

ested in doing more research on these com-

monly used models.