Question

7.1 Use the tri-component attribute model, isolating the cognitive, affective, and conative elements, explain your group’s attitude toward: traditional Chinese medicine.

Suggested answer format:

Product	Cognitive component	Affective component		Conative component
	Beliefs about the product’s attributes	Favorable, good or like	Unfavorable, bad or dislike	How do cognitive and affective components influence what you will do?
Traditional Chinese medicine	Attributes: 1. 2. 3. 4. 5. (Note: students must provide five different answers)	1. 2. 3. 4. 5. (Note: students must provide five different answers)	1. 2. 3. 4. 5. (Note: students must provide five different answers)	Intention or actions: 1. 2. 3. 4. 5. (Note: students must provide five different answers)

Answer 1

Traditional chinese medicine

Cognitive component :

1. Cheap pricing
2. Easy availability
3. Accessibility in semi urban areas
4. Effective
5. Unbranded

Affective Components : Favorurable

1. Better packaging
2. Size availability
3. Low pricing
4. Very efficient
5. Immediate impact

Affective components : Unfavourable

1. Less renowned
2. Cheap texture
3. Old stock availability
4. Lacks innovation
5. Low doctor recommendations

Conative components

1. Will buy smaller size for testing
2. Will buy only after positive public review
3. Will buy if it is tried and tested and recommended by doctors.
4. Will buy if cheaply priced
5. Will buy if available easily