Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Attitude
Pertemuan 14
WHAT IS AN ATTITUDE?
Object
Manifested dimensions
and attributes
Cognitive Component
Beliefs about
the object
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Affective Component
Emotions or feelings
about the object
Attitude
Overall expressive
orientation toward
the object
Conative Component
Behavioral intention
toward the object
DEFINITION
An attitude is an enduriing combination of motivational,
emotional, perceptual and cognitive process with
respect to some aspect of our environment
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OTHER DEFINITION
Consumer attitudes are a composite of a consumer’s (1)
beliefs about, (2) feelings about, (3) and behavioral
intentions toward some object--within the context of
marketing, usually a brand or retail store.
These components are viewed together since they are
highly interdependent and together represent forces
that influence how the consumer will react to the
object.
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HOW MARKETING STRATEGY
CAN AFFECT BEHAVIOR
Marketing
Strategy
Influences:
-Feelings
-Beliefs
-Intensions
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Attitude Towards:
Behavior:
-Products/brands
-Situations
-People/place
-Purchase
-Consumption
-Communication
COGNITIVE COMPONENT
The cognitive componenet of attitude consist of a
consumers beliefs and knowledge about an object.
For most attiutde object : the product, ad, person, etc
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AFFECTIVE COMPONENT
Feeling or emotional Reactions to an object represent
the affective componenet of an attitude.
While feelings are often the result of an evaluation of
specific attributes of a [roduct, they can precede and
influence cognition
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ATTITUDE COMPONENET CONSISTENCY
CognitiveComponent
“Beliefs”
Affective Component
“Feelings”
Begavioral Component
“Response Tendencies”
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ATTITUDE – CHANGE STRATEGIES:
•
•
•
•
•
Changing in affective component
Changing in behvioral component
Changing in cognitive component
Changing beliefs
Changing the ideal
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COMMUNICATION CHARASTERISTICS THAT
INFLUENCE ATTITDE FORMATION AND CHANGE
Source Charasteristic:
• Source credibility
• Celebrity sources
Appeal Charasteristic
• Fear appeal
• Humorous appeals
• Emotional appeals
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BELIEFS
A consumer may hold both positive beliefs toward an
object (e.g., coffee tastes good) as well as negative
beliefs (e.g., coffee is easily spilled and stains papers).
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MESSAGE – STRUCTURE CHARASTERISTIC
• One side vs two side message
• Non verbal components
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