Componants of Attitude

[sunandaC]

Three components of Attitudes:

Brand beliefs, evaluations and intentions to buy define the three components of attitudes as shown below –

These are linked to the main three components of attitudes. Brand beliefs are the cogniting (thinking) component of attitudes, brand evaluations, the affecting component and intention to buy, the conative component.

This linkage gives the high involvement hierarchy of effects, brand beliefs influence evaluation, which influence intention to buy. All these components are linked to behaviour.

There are important predicting and diagnostic differences among three components and measures when prediction is of prime concern then behavioural intention measures are most appropriate, since they offer the greatest predictive power, but are limited in their diagnostic power.

This is basically because of their inability to reveal why consumers intend.

For example, consumer does not want to shop from a particular store for a number of reasons. Intention measures do not reveal these reasons like convenient shopping hours.

Therefore, reasons for consumers’ attitudes and intention can be known by measuring beliefs.

 

[jitendra05]

Three components of Attitudes:

Brand beliefs, evaluations and intentions to buy define the three components of attitudes as shown below –

These are linked to the main three components of attitudes. Brand beliefs are the cogniting (thinking) component of attitudes, brand evaluations, the affecting component and intention to buy, the conative component.

This linkage gives the high involvement hierarchy of effects, brand beliefs influence evaluation, which influence intention to buy. All these components are linked to behaviour.

There are important predicting and diagnostic differences among three components and measures when prediction is of prime concern then behavioural intention measures are most appropriate, since they offer the greatest predictive power, but are limited in their diagnostic power.

This is basically because of their inability to reveal why consumers intend.

For example, consumer does not want to shop from a particular store for a number of reasons. Intention measures do not reveal these reasons like convenient shopping hours.

Therefore, reasons for consumers’ attitudes and intention can be known by measuring beliefs.

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