Multi-Attribute Attitude model appeal to both consumer researcher and marketing practitioners because they examine attitudes in terms of selected product attributes or beliefs. While there are many variations of this type of attitude model, those proposed by Martin and his associates have the greatest amount of interest.
The Attitude-Towards-Object Model: It is especially suitable for measuring attitudes towards a product category or specific brands. According to this model, the consumer’s attitude towards a product or specific brands of a product is a function of the presence and evaluation of certain product-specific beliefs and/or attributes. In other words, consumers generally have favorable attitudes toward those brands they believe have an adequate level of attributes which they evaluate as positive, and unfavorable attitudes towards those brands they feel do not have an adequate level of desired attributes or have too many negative attributes.
The Attitude-towards-Behavior Model: The focus of Fishbein’s attitude-towards-behavior model is the individual’s attitude towards behaving or acting with respect to an object rather than the attitude towards the object itself. The appeal of the attitude-towards-behavior model is that, it seems to correspond more closely to actual behavior than does the attitude-toward-object model.
Theory-of-Reasoned-Action Model: This theory is built on other research conducted by Fishbein and his associates. It represents a comprehensive integration of attitude components into a structure that is designed to lead to both better explanations and better prediction of behavior. It incorporates a cognitive component, an affective component and a conative component.
Theory of Trying: The theory of trying is designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempts to consume. In such cases, there are often personal impediments and/or environmental impediments that might prevent the desired action or outcome from occurring. Again, the point is that in case of trying, the outcome is not, and cannot be, certain.
Trying to accomplish a particular goal is preceded by intention to try, which in turn is determined by attitude towards trying and social norms towards trying. Attitude-towards-trying is impacted by the individual consumer’s (1) attitude towards success and expectations, (2) attitude towards failure and expectations of failure, and (3) attitude towards process. Finally each of the three attitudes is determined by the summation of the “product” of the consequence likelihoods and consequence evaluations.