Understanding your customer from the inside out is one of the best things you can do for your brand. An excellent start to learning your audience on the inside is understanding their attitudes when purchasing your products and using your services. Pearson Education defines an attitude as “a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.” The Tricomponent Attitude Model breaks down attitudes into cognition, affect, and conation.
Let’s break it down.
Attitude Object
Now that we have defined attitudes, defining attitude objects is essential. Pearson Education describes an Attitude Object as a “product, product category, brand, service, possessions, product use, causes or issues, people advertisement price, Internet site, price, medium, or retailer.” Attitude Objects include your artist’s website, music, the merch in your online store, the causes you stand for, production services you offer, and beats/instrumentals you sell.
The Tricomponent Attitude Model
Cognition refers to the knowledge and perceptions from a combination of experiences and information from various sources about the attitude object. The knowledge and perceptions of your fans will showcase themselves as beliefs.
Affect refers to your fans’ feelings and emotions towards an attitude object. These emotions range from happiness to sadness and enhance your fans’ positive and negative experiences.
Conation or Behavioral refers to your fans’ behaviors and actions towards an attitude object. This component considers all the touchpoints between the intention to buy and the purchase itself.
Conclusion
The tricomponent attitude model helps you understand your fan’s entire being. Knowing your fans’ emotions, feelings, knowledge, and experiences and understanding why and how these things affect your fans’ experiences and actions with your brand will help you tailor your products and messaging while building a lasting relationship with your audience.
REMEMBER: YOU ARE A SUPERSTAR
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