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Formation of Attitude
1.
Classical conditioning Attitudes about the products are formed over the
years by continuous tutoring & exposing the consumers to product s attributes. Thu
s slowly the consumer s attitude is reinforced.
2.
Instrumental conditioning
Sometimes this attitude is formed out of an in
cidence. This is not intentional, but due to some reason if the consumer tries s
ome new product & develops a favourable or unfavourable attitude, which lays the
foundation of future strengthening of attitude.
3.
Cognitive learning theory This is similar to classical conditioning, wit
h a difference that it is associated with learning thro mental processing & evalu
ation, experience of using the products over a period of time.
STRUCTURAL MODELS OF ATTITUDES
I The tricomponent attitude model:
As the name suggest, the tricomponent attitude model states that attitudes are c
omposed of three components, viz., a knowledge (cognitive) component, feeling an
d emotional (affect) component and the action (conative) component
- the knowledge or the cognitive component comprises the cognitive processes tha
t lead to the formation of attitudes. In terms of marketing, the knowledge or co
gnitive component of the tricomponent model consists of consumers' knowledge abo
ut the products/service offering and the marketing mix. Consumer attitudes are f