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Multi-Attribute Model The ABC model of attitude assumes that a consumers attitude evaluation of an attitude object A will depend on the beliefs he or she has about several or many attributes of the object The use of multiattributes model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and coming them to derive a measure of the consumers overall attitude Most researchers agree that an attitude has 3 components -Affect refers to the way a consumer feels about an attitude object -Behavior involves the persons intention to do something with regard to an attitude object -Cognition refers to the beliefs a consumer has about an attitude object These three components can be remembered as the ABC models of attitude object 1Attributes are characteristics of the A will depend on the beliefs he or she has about several or many attributes of the subject The use of multiattribute model implies that identifying these specific beliefs and combing them to derive a measure a measure of the consumers overall attitude can predict an attitude toward a product or brand 2Beliefs are recognition about the specific A usually relative to others like it A belief measure assesses the extent to which the consumer perceives that a brand possesses a particular attribute For example a consumer m might have a belief that Moss Burger has a better quality of food 3Importance weights reflect the relative priority of an attribute to the consumer Although an A can be considered can be considered on a number of attributes some are likely to be more important than others ie they will be given greater weight Furthermore those weights are likely to differ across consumers In the case if colleges and universities for example one consumer might stress location of fast food restaurants whereas another might assign greater weight on the cost of food The Fishbein Model
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