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Understanding Consumer Attitudes

The document discusses three components of attitudes: 1. The cognitive component refers to beliefs, thoughts, and attributes associated with an object based on general knowledge. 2. The affective component deals with feelings and emotions brought up about something, such as fear or hate. 3. The behavioral component consists of tendencies to behave in a particular way toward an object, reflecting intentions in the short or long run, such as intentions to kiss a baby or avoid smokers. Understanding these three components can help explain the complexity of attitudes and their relationship to behavior.

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Adnan Al Shahid
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67 views2 pages

Understanding Consumer Attitudes

The document discusses three components of attitudes: 1. The cognitive component refers to beliefs, thoughts, and attributes associated with an object based on general knowledge. 2. The affective component deals with feelings and emotions brought up about something, such as fear or hate. 3. The behavioral component consists of tendencies to behave in a particular way toward an object, reflecting intentions in the short or long run, such as intentions to kiss a baby or avoid smokers. Understanding these three components can help explain the complexity of attitudes and their relationship to behavior.

Uploaded by

Adnan Al Shahid
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Utilitarian function: purchasing something because it brings forth a specific benefit

Apple is a company that can learn from consumers and their utilitarian function of attitudes in many
ways. Consumers today feel that they must fit in with the expectations of others in society. Similarly
with Apple, they know that their products and innovation have created a consumer culture and
expectation in society. With that being said, due to Apple providing such high utilitarian attitude towards
consumers they have surpassed their competition and created brand loyalty.

Value expressive function: Attitudes allow consumers to express their core values, self-concept, and
beliefs to others. in other words, the positive expression and type of individual a consumer perceives
themselves to be and the value that they hold.

Organizations such as St. Jude Children Research Hospital can use such function of attitude towards their
advantage. See, many individuals in the world have good intentions and would like to make an impact in
society. If companies such as St. Jude reach out and target such individuals with high value attitudes,
they are more likely to generate revenue to assist the cause.

Cognitive Component

The cognitive component of attitudes refers to the beliefs, thoughts, and attributes that we would
associate with an object. It is the opinion or belief segment of an attitude. It refers to that part of
attitude which is related in general knowledge of a person.

Typically these come to light in generalities or stereotypes, such as ‘all babies are cute’, ‘smoking is
harmful to health’ etc.

Affective Component: Affective component is the emotional or feeling segment of an attitude.It is


related to the statement which affects another person.

It deals with feelings or emotions that are brought to the surface about something, such as fear or hate.
Using the above example, someone might have the attitude that they love all babies because they are
cute or that they hate smoking because it is harmful to health.

Behavioral Component

Behavior component of an attitude consists of a person’s tendencies to behave’in a particular way


toward an object. It refers to that part of attitude which reflects the intention of a person in the short-
run or long run.

Using the above example, the behavioral attitude maybe- ‘I cannot wait to kiss the baby’, or ‘we better
keep those smokers out of the library, etc.
Basically, the cognitive component is based on the information or knowledge, whereas the affective
component is based on the feelings.The behavioral component reflects how attitude affects the way we
act or behave. It is helpful in understanding their complexity and the potential relationship between
attitudes and behavior.

A semantic differential scale is a survey or questionnaire rating scale that asks people to rate a product,
company, brand, or any 'entity' within the frames of a multi-point rating option. These survey answering
options are grammatically on opposite adjectives at each end. For example, love-hate, satisfied-
unsatisfied, and likely to return-unlikely to return with intermediate options in between

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