A consumer's attitudes toward any brand or type of product are formed over time through experience, information gathering, and interaction with other people. People with positive attitudes are more likely to buy what you're marketing. Attitudes consist of three components, any of which can be molded or changed through marketing strategy. The cognitive component is the set of beliefs or knowledge a consumer has of the product. The affective component represents the consumer's feelings about or emotional reaction to the product.
Marketers can reinforce the positive feelings that consumers have about their products.
The behavioral component is the consumer's tendency to act in a certain way. E. Learning 1. Learning , the process of applying experience or knowledge to consumer behavior, is another influence that marketers must consider. Learning can affect the way people recognize needs, collect and assess product information, make buying decisions, and evaluate the results. Changes in consumer behavior can come about because of behavioral and cognitive learning.