Consumer Attitude Structural Models of Attitudes Freddy Rangkuti
Source: SCHIFFMAN & KANUK, Consumer Behavior, Eighth Edition
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Attitudes
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Kecendrungan bertindak secara konsisten (dengan cara baik maupun tidak baik) dalam memberikan respon terhadap suatu objek
What are Attitudes? • • • •
The attitude adalah sikap terhadap “object” Attitudes udes adalah d kecenderungan ece de u g bertindak be d Attitudes memiliki konsistensi Attitudes terjadi pada suatu situasi
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Wendy’ss Wendy Offers Salads To Differentiate Itself
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Structural Models of Attitudes • • • •
Tricomponent Attitude Model Muliattribute u bu e Attitude ude Model ode The Trying-to-Consume Model Attitude-toward-the-Ad Model
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The Tricomponent Attitude Model
Conation
Affect C Cognition iti
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The Tricomponent Model • Cognitive Cogniti e Component – The knowledge and perceptions that are acquired by a combination of direct experience p 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 specific action or behave in a particular way with regard to the attitude object. Freddy Rangkuti -7
Multiattribute Attitude Models
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Attitude Attit d models d l that th t examine the composition iti off consumer attitudes i terms in t off
selected product attributes or beliefs.
Multiattribute Attitude Models • The attit attitude-toward-object de to ard object model – Attitude is function of evaluation of productspecific beliefs and evaluations
• The attitude-toward-behavior 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 Freddy Rangkuti -9
AttitudeTowardBehavior Model
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A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable) unfavorable).
Theory of Reasoned Action
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A comprehensive theory of the interrelationship among attitudes intentions and attitudes,intentions, behavior.
The Theory of Reasoned Action
Beliefs that the behavior leads to certain outcomes
Evaluation of the outcomes
Beliefs that specific referents think I should or should not perform the behavior
Attitude toward the behavior
Subjective norm Intention Behavior
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Motivation to comply with the specific referents
Theory of Trying to Consume
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Attitude theory yang menyebutkan bahwa tindakan atau hasil bukanlah tertentu, tetapi dicerminkan oleh cara orang mengkonsumsi atau membeli
Ad Illustrating the Theory of Trying to Consume
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Contoh Hambatan Potensial yang dapat mempengaruhi Trying POTENTIAL PERSONAL IMPEDIMENTS “I want to try to lose fifteen pounds by next summer.” “I’m going to try to get tickets for a Broadway show for your birthday.” “I’m going to attempt to give up smoking by my birthday.” “II am going to increase how often I go to the gym from two to four times a week.” “Tonight, I’m not going to have dessert at the restaurant.” POTENTIAL ENVIRONMENTAL IMPEDIMENTS “The first ten people to call in will receive a free T-shirt.” “Sorry, the shoes didn’t come in this shipment from Italy.” “There There are only three bottles of champagne in our stockroom. stockroom You better come in sometime today.” “I am sorry. We cannot serve you. We are closing the restaurant because of a problem with the oven.”
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AttitudeAttitudeToward-Toward the--Ad the Model
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Consumer memiliki berbagai perasaan (affective) atau memiliki berbagai penilaian (cognitif), sebagai akibat tayangan suatu iklan yang akan mempengaruhi Sikap consumer terhadap iklan dan sikap consumer terhadap brand
A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure p to an Ad Judgments about the Ad ((Cognition) g )
Feelings from the Ad ((Affect))
Beliefs about the Brand
Attitude toward the Ad Attitude toward the Brand
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Four Basic Attitude Functions • The Utilitarian Function • The Th Ego-defensive E d f i Function • The Th Value-expressive V l i Function • The Th Knowledge K l d Function F i
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Clorox Uses A Utilitarian Appeal
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AXE Uses Ego Defensive Appeal pp
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Benetton Uses a Value-Expressive Appeal Freddy Rangkuti -21
A Knowledge Appeal
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Terima Kasih
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