• An attitude is a hypothetical construct that

represents an individual's degree of like or

dislike for something. Attitudes are
generally positive or negative views of a
person, place, thing, or event— this is often
referred to as the attitude object.
• Attitudes are judgments. They develop on
the ABC model (affect, behavior, and
cognition.
A learned predisposition to behave in a
favourable or unfavourable way towards an
object
Tricomponent attitude model

CONATIVE

AFFECTIVE

COGNITIVE
• the cognitive part of the brain measures
intelligence, the affective deals with
emotions and the conative drives how one
acts on those thoughts and feelings.
 Attitude towards the Ad Model

Exposure
to an ad

Judgments Feelings
about the ad from the ad

Beliefs Attitude
About towards
the Brand the Ad
Attitude
Towards
the Brand
Multi-Attribute Models
Attitude to Object Model
i=n
eibi Fishbein’s Summation
i=1
INFLUENCE ON ATTITUDE FORMATION

Direct experience

Family and friends

Direct marketing

Mass media

Personality factors
 CHANGING ATTITUDES
•Change Motivational Function
Utility
Ego Defensive
Value Expressive
Knowledge
•Associate the product with an occasion or event
•Resolve conflicting attitudes
•Alter the components of the Multi-Attribute Model
•Change Beliefs about the Competitors Brand
•The ELM
Cognitive Dissonance Theory

Attribution Theory
[Foot in the Door]