Chapter 6 3333

Attitude

A learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.

Sources of Attitude Formation

Attitudes are learned from direct experience, word-of-mouth, exposure to mass media, and other information sources.

Tri-Component Attitude Model

A model consisting of three major components: cognitive, affective, and conative.

Cognitive Component

Involves knowledge and perceptions acquired through direct experience and related information.

Likert Scale

Measures respondents’ levels of agreement or disagreement with a series of statements about the object.

Semantic Differential Scale

Uses bi-polar adjectives as anchors and asks respondents to rate on a continuum to measure affect.

Post-Purchase Dissonance

Occurs after the purchase, involving feelings of uneasiness about prior beliefs or actions.

Causes of Post-Purchase Dissonance

It often arises from the need to compromise in purchase decisions.

Self-Perception Attribution

Addresses individuals’ inferences or judgments about the causes of their own behavior.