The A, B, and C of Attitude

The Tricomponent Attitude Model, otherwise known as the ABC Model of Attitude as mentioned by Saul McLeod., breaks down consumer attitudes into three components: affective, behavioral, cognitive (A, B and C). By understanding how these elements interact, beauty brands can develop strategies that align with their target audiences.

Let’s look at each component from the perspective of beauty companies:

Affective Component: This refers to how consumers feel about a beauty brand. Emotions play a major role in the beauty industry, where products are often tied to confidence, self-expression, or wellness. By creating emotional campaigns—such as empowering ads or brand stories—companies strengthen the emotional bond with their customers.

Behavioral (Conative) Component: This is how consumers are likely to act based on their attitudes. For instance, a customer might repurchase a particular foundation because of a positive experience or recommend it to others. Brands can influence this by offering incentives like loyalty programs.

Cognitive Component: This is what consumers know or believe about a beauty brand. For example, a consumer might view a skincare line as "clean" or "effective" based on product descriptions, reviews, or ingredients. Brands can influence this through clear communication of product benefits, scientific backing, and customer testimonials. Take a look at K18 Hair., their focus is on the biology of hair, pushing consumers to trust the formula for their hair needs.

By focusing on all three components of the Tricomponent Attitude Model (or ABC Model of Attitude), beauty brands can create more effective marketing strategies, leading to higher engagement and brand loyalty.

Read my last post on post-purchase dissonance here.