Chapter 6 3333

An attitude is a learned predisposition to behave in a consistently favorable or unfavorable

way with respect to a given object.

a) Attitudes are learned from direct experience with the product, word-of-mouth, exposure

to mass media and other information sources.

b) Attitudes reflect favorable or unfavorable evaluations of the attitude object

According to the tri-component attitude model, attitudes consist of three major

components: the cognitive component, the affective component and the conative

Component.

Cognitions are knowledge and perceptions that are acquired by a combination of direct

experience with the attitude object and related information from various source

A Likert scale measures respondents’ levels of agreement or disagreement with a

series of statements about the object.

A semantic differential scale, which has bi-polar adjectives as anchors and asks

the respondent to rate on a continuum, is often used to measure affect

Post-purchase dissonance occurs after the purchase.

a) Purchase decisions often require compromise.

b) Post-purchase dissonance is quite normal.

c) Dissonance gives consumers an uneasy feeling about their prior beliefs or actions – a

feeling that they seek to resolve by changing their attitudes to conform to their behavior

Self-perception attribution addresses individuals’ inferences or judgments as to the cause

of their own behavior