Structural models of consumer attitudesIn order to understand the relationship between the attitude and behavior of a consumer, a psychologist built some models to help marketers understand consumer attitude and behavior. (Shiffman and Kanuk, 2010: 249). Some of the attitude models considered important are: single component attitude model, three component model, multiple attribute attitude model (Rousseau, 2007:195), d model theory trying to consume and patterns of attitude towards advertising (Shiffman & Kanuk, 2010: 255). According to Rousseau (2007: 195), the single-component attitude model is unrealistic and constitutes a one-dimensional view of a consumer's attitude. It concerns the consumer's feelings and considers their attitudes as an affective learning process. Rousseau (2007:195) also mentioned that the single component model is easy and simple to use and build a questionnaire from. The single-component attitude model is also popular in business marketing studies. The single component model only gives the indication of liking or disliking and not the true beliefs of a consumer's attitude (Rousseau, 2007: 195). Using this model makes it difficult to determine the consumer's true opinion of the product or service because it only determines whether the consumer likes or dislikes the product or service. The tri-component consists of three components, namely cognition, affect and conation (Rousseau, 2007: 195). Rousseau (2007: 195) states that cognition, the first component of the triple component, refers to the consumer's knowledge and perceptions, while affect concerns their emotions and feelings. Shiffman and Kanuk (2010: 249) in the middle of the article ...... brand personality: study of the impact of consumer personality on preferences towards a particular brand personality. Brand management, 16(4):234-247.Pretty, RE & Wegener, DT 2010. Attitude change: multiple roles for persuasion variables. Advanced social psychology: state of the art, 1-78. Rousseau, GG 2007. Buyer reality: attitudes, learning and involvement. (In Hughes, T., ed. Buyer Behavior: Understanding Consumer Psychology and Marketing. 4th ed. South Africa: Oxford University Press. p. 185-213). Rousseau, GG & Du Plessis, PJ 2007. Personality and psychographics. (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. Consumer Behavior. 10th ed. Upper Saddle River. New Jersey: Pearson Prentice Hall.