Though he has never owned a Jaguar, Gerry thinks they are poorly made and have many mechanical problems. For Jaguar to sell Gerry a car, the company would need to change the component of Gerry's attitude.

Cognitive

Explanation: The cognitive component of an individual's attitude could be explained as the belief, opinion, verdict or one's submission about a particular object, course, event, group or happening. The cognitive component of attitude lies in one's perception, verdict or Judgement on certain happenings or issue.

In the scenario above, Gerry's perception, stance or belief on jaguar cars is that they are poorly made and prone to mechanical problem. Therefore, Gerry's stance or belief makes up the cognitive component of Gerry's attitude. And this has to change before a jaguar car can be sold to him

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