Outline #12: Attitude

I. Attitudes are a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a certain object.

II. The tricomponent attitude model is a simple model to explain attitudes.

III. The Fishbein Evaluative Beliefs model is more complicated.

IV. The Weighted Evaluative Beliefs model is more realistic.

V. The Theory of Reasoned Action combines Fishbeins approach with reference group theory.

VI. Attitudes can be changed by several methods: add an attribute, change the value of an attribute, change the perception of the competition, associate your product with another, change the evaluation of an attribute.

(Handouts 11.4, 11.6)

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