Structural models of consumer attitudes To understand the relationship between a consumer's attitude and his behavior, psychologists have built some attitude models to help marketers understand consumer attitude and behavior (Shiffman and Kanuk, 2010:249). Some of the attitude models considered important are the following: the single component attitude model, the three component attitude model, the multi-attribute attitude model (Rousseau, 2007:195), the theory of the attempt to consume model and patterns of attitude toward advertising (Shiffman & Kanuk, 2010:255). According to Rousseau (2007:195) the single component attitude model is unrealistic and represents a one-dimensional view of consumer attitude. It deals with the consumer's feelings and considers his attitudes as an affective learning process. Rousseau (2007:195) also stated that the single component model is easy and straightforward to use and construct a questionnaire from. The single component attitude model is also popular to use in commercial marketing research. The single component model only provides an indication of likes and dislikes and not the actual beliefs about the consumer's attitude (Rousseau, 2007:195). Using this model makes it difficult to determine the consumer's real opinion towards the product or service, as it only determines whether or not the consumer likes the product or service. The tri-component is composed of three components, namely cognition, affect and conation (Rousseau, 2007:195). Rousseau (2007:195) states that cognition, the first component of the tri-component, refers to the consumer's knowledge and his perceptions, while affect has to do with his emotions and feelings. Shiffman and Kanuk (2010:249) on...... half of the paper ...... brand personality: investigating the impact of consumer personality on preferences towards a particular brand personality. Brand Management, 16(4):234-247.Pretty, R. E. & Wegener, D.T. 2010. Attitude change: Multiple roles for persuasion variables. Advanced Social Psychology: The State of the Science, 1-78.Rousseau, G.G. 2007. Buyer Reality: Attitudes, Learning, and Engagement. (In Hughes, T., ed. Buyer Behavior: Understanding Consumer Psychology and Marketing. 4th ed. South Africa: Oxford University Press. p. 185-213). Rousseau, G.G. & Du Plessis, P.J. 2007. Personality and psychography. (In Hughes, T., ed. Buyer Behavior: Understanding Consumer Psychology and Marketing. 4th ed. South Africa: Oxford University Press. p. 215-255).Shiffman, LG & Kanuk, LL 2010. Behavior of consumers. 10th ed. Sella Superiore River. NJ: Pearson Prentice Hall.