kuliah ix attitude and changing attitude (sikap dan merubah sikap)
TRANSCRIPT
KULIAH IX
ATTITUDE AND CHANGING ATTITUDE
(SIKAP DAN MERUBAH SIKAP)
ATTITUDEDefinitionA learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.1. An Attitude Object
Object etc
~ product ~ product category ~ brand ~ service ~ product use ~ people ~ internet sites ~ price ~ media
2. Learned Predisposition
ATTITUDEExperience~ Usage
~ Word of mouth~ Exposure to
• Mass media• Internet• Direct marketing• Retail
Etc.
Objectresul
t
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 A = b x e Behavior
A = Attitude b = beliefs can be related to attributes e = evaluation
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 MODELThe consumer’s attitude is a function of presence/absence and evaluation of certain product-specific beliefs/attributes
2. ATTITUDE – TOWARD – BEHAVIOR MODELThe consumer’s attitude toward behaving or acting with respect to object
Purchase of BMWOwning 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 MODELIncorporates 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 CHANGECHANGING MOTIVATIONAL FUNCTION
1. The Utilitarian FunctionChange product’s utilitarian purpose to serve utilitarian need
2. The Ego-Defensive FunctionReassuring consumer’s self concept, sense of security, confidence
3. The Value – Expressive FunctionReflect consumers general values, lifestyle, outlook
4. The Knowledge FunctionAttempt to satisfy need to know Information on how superior it is to other brands
5. Combining functions
Assignment1. Prepare ideas for object of attitude
Object Behavior Ad
2. Interview 30 people in the class
Assignment3. Measure attitude using the Fishbein
formula for :
Attitude toward object model Attitude toward behavior model Attitude toward ad model