Consumer Attitude

Question 1

What is attitude?

Answer 1

a learned predisposition to behave in a consistently favourable or unfavourable manner with respect to a given object

Question 2

What does attitude drives?

Answer 2

behaviour

Question 3

What must marketers do in order for consumers to buy their product?

Answer 3

Marketers must strive to get consumers to form favourable attitude towards their brand, so that they will buy

Question 4

What are the 3 in the tri-component attitude model?

Answer 4

aka ABC model

• affect
• behaviour
• cognition

Question 5

Explain each of the components in the ABC model.

Answer 5

Affect(feeling), consumers’ emotions and feelings regarding the attitude object.
Behaviour(action), consumers’ likelihood to take action
Cognition(knowing), consumers’ belief towards attitude object

Question 6

What is the marketing strategy for the ABC model?

Answer 6

• improve consumers’ perceived performance through product or promotion strategy
• educate consumers about the importance through promotion