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Consumer Intentions

Definitely will buy

Probably will buy

No decision

Probably will not buy

Definitely will not buy

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External influence

Advertisement

Reference of Friend

Discount

Situational influence

Motivation to comply

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AttitudeExternal

influence

Cognitive

component

Affective

component

Behavioural

component

Overall

Orientation

Towards

object

Advertisements,situations,

friends,

relatives, etc

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Attitude towards Ad Model

ATTITUDEtowardsBrand

Exposure

to AD

Judgment

about AD

Feelings

from AD

Beliefs

about

Brand

Emotions

about

Brand

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Personality factors

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CSR

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How to improve attitude ?Strengthen Belief

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Change belief

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Highlight main attribute

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Add an Attribute

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Create positive emotions

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Intention to Buy