PERILAKU KONSUMEN

PERTEMUAN 3: CONSUMER ATTITUDE FORMATION AND

CHANGE
UNIV. PAKUAN
BOGOR

Oleh :

Vicky Febrina Dewanty, M. Ikom

Maret 2021
(2) ...........

ATTITUDES
A learned prediposition to behave in a consistently favorable or unfavorable manner with
respect to a given object.

What are attitude?

 The attitude “object”
 Attitude are a learned predisposition
 Attitudes have consistency
 Attitudes occur within a situation

1
(2) .............

STRUCTURAL MODELS OF ATTITUDES

TRICOMPONENT ATTITUDE MODEL

MULTI ATTRIBUTE ATTITUDE MODEL

THE TRYING TO CONSUME MODEL

ATTITUDE TOWARD THE AD MODEL

1
(2) .............

A SIMPLE REPRESENTATION OF THE TRICOMPONENT

ATTITUDE MODEL

COGNITION CONATIVE

AFFECT

1
(2) ...........

THE TRICOMPONENT MODEL

 Cognitive Component
 The knowledge and perceptions that are acquired by a combination of direct
experience with the attitude object and related information from various sources.
 Affective Component
 A consumer’s emotions or feelings about a particular product or brand.
 Conative Component
 The likelihood or tendency that an individual will undertake a spesific action or
behave in a particular way with regard to the attitude object.

1
(2) ...........

MULTIATTRIBUTE ATTITUDE MODELS

Attitude models that examine the composition of consumer attitude in terms of selected
product attributes or beliefs.

 The attitude toward object model

 Attitude is function of evaluation of product spesific beliefs and evaluations.
 The attitude toward behaviour model
 Is the attitude toward behaving or acting with respect to an object , rather than the
attitude toward the object itself
 Theory of reasoned action model
 A comprehensive, integrative model of attitudes.

1
(2) ...........

ATTITUDE TOWARD BEHAVIOUR MODEL

A Model that proposes that a consumer’s attitude toward a specific behaviour
is a function of how strongly he or she believes that the action will lead to a
specific outcome (either favorable or unfavorable).

THEORY OF REASONED ACTION

A comprehensive theory of the interrelationship among attitudes, intentions
and behaviour.

1
(2) .............

A SIMPLIFIED VERSION OF THE THEORY OF REASONED

ACTION
Belief that specific
Belief that the
referents think i Motivation to
behaviour leads Evaluation of the
should or should not comply with the
to certain outcomes
perform the specific referents
outcomes
behaviour

Attitude toward Subjective Norm

the behaviour

Intention

Behaviour

1
(2) ...........

THEORY OF TRYING TO CONSUME

An attitude theory designed to account for many cases where the action or
outcome is not certain but instead reflects the consumer’s attempt to
consume (or purchase).

AD ILLUSTRATING THE THEORY OF TRYING TO CONSUME

1
(2) ...........

ATTITUDE TOWARD THE AD MODEL

A model that proposes that a consumer forms various feelings (affect) and
judgements (cognition) as a result of exposure to an advertisement, which in
turn, affect the consumers attitude toward the ad and attitude toward the
brand.

Exposure to an Ad

Judgement about the Ad Feelings from the Ad

(cognition) (Affect)

Belief about the Brand Attitude toward the Ad

Attitude toward the Brand

1
(2) ...........

ISSUES IN ATTITUDE FORMATION

 How attitude are learned
 Sources of influenced on attitude formation
 Personality factors.

FOUR BASIC ATTITUDE FUNCTIONS

 The Utilitarian Function
 The Ego-defensive Function
 The Value Expressive Function
 The Knowledge Function

1
(2) ...........

FOUR BASIC ATTITUDE FUNCTIONS

1
(2) ...........

FOUR BASIC ATTITUDE FUNCTIONS

1
 (2) A MODEL OF CONSUMER DECISION MAKING

EXTERNAL INFLUENCE
Firm’s Marketing Effort: Sociocultural Environment:
 Product  Family

INPUT  Promotion  Reference Groups

 Price  Non-commercial sources
 Channel  Social Class
 Culture and Subculture

CONSUMER DECISION MAKING

Physoogical Field
 Need Recognition
 Motivation
 Prepurchase Search
 Perception
PROCESS  Evaluation of Alternatives
 Learning
 Personalty
 Attitude

POSTDECISION BEHAVIOUR
Experience
Purchase
OUTPUT  Trial Post Purchase Evaluation
 Repeat Purchase

1
See You Next Week …