At the most basic level, your attitude is what you think, feel, and do. It is a learned predisposition to respond in a consistently favorable/unfavorable manner in relation to some object. Attitudes have a link to behavior, giving a predisposition to act in a certain way. It is this link with behavior that makes the study of attitudes important for marketers. Your text described the ABC Model of Attitude as constituting three interrelated stages.

You may be familiar with the Livescribe Smartpen, which includes an embedded computer and digital audio recorder. Its main function is to save written words (through transferring them onto a computer) and to synchronize these notes with any audio recording that is made.

Which of the following components of the ABC Model of Attitude is activated by consumers motivated by the Livescribe Smartpens functionality and ability to improve a users notetaking skills?

• Behavior
• Cognition
• Saliency
• Affect