Research Topics:

Consumer Research | Decision Research Consultation | Psychological/Emotion Research

Content Type:

Glossary

Cognitive Component of Attitudes (CCA) Definition

An individual's knowledge and beliefs about an object.

The cognitive component of attitudes are the beliefs, thoughts and knowledge that a person has about a particular object. In marketing research, that means someone’s take on a product, brand or service. CCA involves the rational evaluation of attributes, benefits and drawbacks associated with the object. This measure helps explain how consumers process information and form opinions. Specifically, CCA provides a deep understanding of consumers' thought processes, which helps marketing professionals create messages that address specific cognitive factors.

Who relies on CCA?

Marketing professionals, advertisers and product developers use CCA to comprehend their consumers' cognitive perceptions. Insights can be used to tailor marketing strategies that align with customer preferences.

Why should I care about CCA?

CCA explores how consumers make rational decisions. By knowing what attributes and information influence their customers’ opinions, marketing professionals can develop appealing products, create targeted marketing campaigns and enhance customer engagement.