Question

Why have multi-attribute attitude models become so popular among marketing researchers? What three elements are specified in such models? Use a marketing example to describe each element of the model.

Answer 1

A straightforward customer reaction does not always provide sufficient data as to why the customer feels somehow about a product or what marketers can do to alter the attitude of the customer. The models suppose that the attitude or assessment of an attitude object by a consumer will rely on the views he or she has about the object's several characteristics. Using a multi-attribute model means that an attitude towards a product or brand can be predicted by defining these particular views and combining them in a suitable way to obtain a better measure of the general attitude of the consumer.

The Multi lateral attitude model states that attitudes are composed of three components namely  a knowledge (cognitive) component, feeling and emotional (affect) component and the action (conative) component.

Please give it a like.Thank you.