Attitude has three components: cognition, which is to do with the conscious
thought processes; affect, which is about the consumer’s emotional attachment to
the product; and conation, which is about planned courses of behaviour. For
example, ’I love my Volkswagen (affect) because it’s never let me down (cognition).
I’ll definitely buy another (conation)’. Conations are only intended actions – they do
not always lead to action, since other factors might interrupt the process.