STRUCTURE

• Introduction – A short to attitude (15 words)    
• Body – Explain a) attitude and its structure (60 words)   b) main component models of attitude (60 words)
• Conclusion – Mention a short conclusion  (15 words)

ANSWER

Attitudes are views, beliefs, or evaluations of people about something (the attitude object). The attitude object can be a person, place, thing, ideology, or an event. Attitudes can be positive or negative.

Components of Attitude

• Cognitive Component – This involves the person’s learning, knowledge, beliefs, and thoughts about the attitude-object (in our case, Honda cars). For example, if you have learned previously that Honda cars give more than 20 km/litre mileage on petrol – that can create a positive attitude towards the brand.
• Affective Component – This involves a person’s feelings, emotions about the attitude object. For example, if owning a Honda car gives you pleasure and prestige, that will create a positive attitude about the brand.
• Behavioural Component (Conative Component) – This involves the past behaviours or experiences regarding the attitude object. For example, if you have previously owned or driven Honda cars and felt comfortable driving the same, that will create a positive attitude towards the brand. People hate cognitive dissonance, and hence try to align the present behaviour with past behaviour as well.

ATTITUDE MODELS

1. Tricomponent attitude model
2. The Cognitive Component: The cognitive component consists of a consumers cognition, which means, the consumers knowledge and perception acquired from direct experience and related information of the product from different sources.
3. The Affective Component: The affective component of attitude focus on the consumer’s emotions and feelings about a particular product or brand. These feelings and emotion of consumers capture the individual’s direct or global assessment of the attitude object,
4. The Conative Component: Conative component of the tricomponent attitude model is concerned with probability or tendency that an individual will carry out a specific action or behave in a particular way with regard to the attitude object

1. Multiattribute attitude model:
2. The Attitude-Toward-Object Model: The attitude towards object model is especially suitable for measuring attitudes of consumers towards an attitude object such as a product or service category or specific brands.
3. The Attitude-Toward- Behavior Model: The attitude toward behavior model explains the individual’s attitude toward behaving or acting with respect to an object rather than the attitude towards the object itself