KULIAH IX

ATTITUDE AND CHANGING ATTITUDE

(SIKAP DAN MERUBAH SIKAP)

ATTITUDEDefinitionA learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.1. An Attitude Object

Object etc

~ product ~ product category ~ brand ~ service ~ product use ~ people ~ internet sites ~ price ~ media

2. Learned Predisposition

ATTITUDEExperience~ Usage

~ Word of mouth~ Exposure to

• Mass media• Internet• Direct marketing• Retail

Etc.

Objectresul

t

3. Favorable - unfavorable

-+++Evaluative quality

Motivational quality

Object

Propelled toward

Repelled away

4. Consistency• With reflected

behavior• Not necessarily

permanent

Must consider situational influences

Example of How Situation Might Influence Attitudes

Fishbein formula A = b x e Behavior

A = Attitude b = beliefs can be related to attributes e = evaluation

Suatu sikap menuju perilaku adalah hasil dari penjumlahan penilaian atas keyakinan-keyakinan orang tersebut.

MULTI ATTRIBUTE ATTITUDE MODELS

Attitudes = fungsi persepsi terhadap attribute (evaluasi) (belief)

object

1. ATTITUDE – TOWARD – OBJECT MODELThe consumer’s attitude is a function of presence/absence and evaluation of certain product-specific beliefs/attributes

2. ATTITUDE – TOWARD – BEHAVIOR MODELThe consumer’s attitude toward behaving or acting with respect to object

Purchase of BMWOwning rather than evaluation of BMW

ATTITUDE TOWARD OBJECT Consumer’s Beliefs for

Two Brands of Pocket Digital Organizers

Selected Evaluative Scale Used to Measure Consumers’ Attitudes toward Old Spice After Shave

Compared to other after shave products, Old Spice is:

Good [1] [2] [3] [4] [5] [6] [7] Bad

Positive [1] [2] [3] [4] [5] [6] [7] Negative

Pleasant [1] [2] [3] [4] [5] [6] [7] Unpleasant

Appealing [1] [2] [3] [4] [5] [6] [7] Unappealing

3. THEORY OF REASONED ACTION MODELIncorporates a cognitive component, an affective component and a conative component.

A Simple Representation of the Tricomponent Attitude Model

4. ATTITUDE – TOWARD – THE AD MODEL

ATTITUDE CHANGECHANGING MOTIVATIONAL FUNCTION

1. The Utilitarian FunctionChange product’s utilitarian purpose to serve utilitarian need

2. The Ego-Defensive FunctionReassuring consumer’s self concept, sense of security, confidence

3. The Value – Expressive FunctionReflect consumers general values, lifestyle, outlook

4. The Knowledge FunctionAttempt to satisfy need to know Information on how superior it is to other brands

5. Combining functions

Assignment1. Prepare ideas for object of attitude

Object Behavior Ad

2. Interview 30 people in the class

Assignment3. Measure attitude using the Fishbein

formula for :

Attitude toward object model Attitude toward behavior model Attitude toward ad model