FORMASI SIKAP KONSUMEN DAN PERUBAHANNYA Pertemuan 07 Matakuliah: Perilaku Konsumen Tahun : 2009

Bina Nusantara University 3 Chapter 8 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Attitude Formation and Change

Bina Nusantara University 4 Attitudes A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

Bina Nusantara University 5 What are Attitudes? The attitude “object” Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation

Bina Nusantara University 6 Figure 8.1 Wendy’s Offers Salads To Differentiate Itself

Bina Nusantara University 7 Structural Models of Attitudes Tricomponent Attitude Model Muliattribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model

Bina Nusantara University 8 Figure 8.2 A Simple Representation of the Tricomponent Attitude Model Conation Affect Cognition

Bina Nusantara University 9 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 specific action or behave in a particular way with regard to the attitude object.

Bina Nusantara University 10 Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

Bina Nusantara University 11 Multiattribute Attitude Models The attitude-toward-object model –Attitude is function of evaluation of product-specific 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

Bina Nusantara University 12 Attitude- Toward- Behavior Model 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).

Bina Nusantara University 13 Theory of Reasoned Action A comprehensive theory of the interrelationship among attitudes,intentions, and behavior.

Bina Nusantara University 14 Figure 8.4 A Simplified Version of 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 Motivation to comply with the specific referents Subjective norm Attitude toward the behavior Intention Behavior

Bina Nusantara University 15 Theory of Trying to Consume An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase).

Bina Nusantara University 16 Figure 8.5 Ad Illustrating the Theory of Trying to Consume

Bina Nusantara University 17 Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying POTENTIAL PERSONAL IMPEDIMENTS “I wonder whether my fingernails will be longer by the time of my wedding.” “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.” “I 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 are only three bottles of champagne in our 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.”

Bina Nusantara University 18 Attitude- Toward- the-Ad Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

Bina Nusantara University 19 Figure 8.6 A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Beliefs about the Brand Attitude toward the Brand Attitude toward the Ad Feelings from the Ad (Affect)

Bina Nusantara University 20 Issues in Attitude Formation How attitudes are learned Sources of influence on attitude formation Personality factors

Bina Nusantara University 21 Figure 8.8 Encouraging Trial

Bina Nusantara University 22 Strategies of Attitude Change Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs About Competitors’ Brands

Bina Nusantara University 23 Four Basic Attitude Functions The Utilitarian Function The Ego-defensive Function The Value-expressive Function The Knowledge Function

Bina Nusantara University 24 Figure 8.9 Clorox Uses A Utilitarian Appeal

Bina Nusantara University 25 Figure 8.10 Suave Uses Ego Defensive Appeal

Bina Nusantara University 26 Figure 8.11 AC Delco Uses a Value-Expressive Appeal

Bina Nusantara University 27 Figure 8.12 A Knowledge Appeal

Bina Nusantara University 28 Elaboration Likelihood Model (ELM) A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

Bina Nusantara University 29 Why Might Behavior Precede Attitude Formation? Cognitive Dissonance Theory Attribution Theory Behave (Purchase) Form Attitude

Bina Nusantara University 30 Cognitive Dissonance Theory Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

Bina Nusantara University 31 Figure 8.17 Reducing Cognitive Dissonance

Bina Nusantara University 32 Postpurchase Dissonance Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.

Bina Nusantara University 33 Attribution Theory A theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.

Bina Nusantara University 34 Issues in Attribution Theory Self-perception Theory –Foot-In-The-Door Technique Attributions Toward Others Attributions Toward Things How We Test Our Attributions

Bina Nusantara University 35 Self- Perception Theory A theory that suggests that consumers develop attitudes by reflecting on their own behavior.

Bina Nusantara University 36 Defensive Attribution A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

Bina Nusantara University 37 Criteria for Causal Attributions Distinctiveness Consistency Over Time Consistency Over Modality Consensus

Bina Nusantara University 38