KULIAH IX ATTITUDE AND CHANGING ATTITUDE SIKAP DAN

KULIAH IX ATTITUDE AND CHANGING ATTITUDE (SIKAP DAN MERUBAH SIKAP)

ATTITUDE Definition A learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. 1. An Attitude Object ~ product category ~ brand ~ service ~ product use ~ people ~ internet sites ~ price ~ media etc

2. Learned Predisposition Experience ~ ~ ~ Object result ATTITUDE Usage Word of mouth Exposure to • Mass media • Internet • Direct marketing • Retail Etc. 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 n A = b x e Behavior n A = Attitude b = beliefs can be related to attributes e = evaluation n 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 MODEL The consumer’s attitude is a function of presence/absence and evaluation of certain product-specific beliefs/attributes 2. ATTITUDE – TOWARD – BEHAVIOR MODEL The consumer’s attitude toward behaving or acting with respect to object Purchase of BMW Owning 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 MODEL Incorporates 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 CHANGING MOTIVATIONAL FUNCTION 1. The Utilitarian Function Change product’s utilitarian purpose to serve utilitarian need 2. The Ego-Defensive Function Reassuring consumer’s self concept, sense of security, confidence 3. The Value – Expressive Function Reflect consumers general values, lifestyle, outlook 4. The Knowledge Function Attempt to satisfy need to know Information on how superior it is to other brands 5. Combining functions

Assignment 1. Prepare ideas for object of attitude n n n 2. Object Behavior Ad Interview 30 people in the class

Assignment 3. Measure attitude using the Fishbein formula for : n n n Attitude toward object model Attitude toward behavior model Attitude toward ad model