Structural Models of Attitudes

Transkripsi

1 Consumer Attitude Structural Models of Attitudes Freddy Rangkuti Source: SCHIFFMAN & KANUK, Consumer Behavior, Eighth Edition Freddy Rangkuti -1

2 Attitudes Kecendrungan bertindak secara konsisten (dengan cara baik maupun tidak baik) dalam memberikan respon terhadap suatu objek Freddy Rangkuti -2

3 What are Attitudes? The attitude adalah sikap terhadap object Attitudes adalah kecenderungan bertindak Attitudes memiliki konsistensi Attitudes terjadi pada suatu situasi Freddy Rangkuti -3

4 Wendy s Offers Salads To Differentiate Itself Freddy Rangkuti -4

5 Structural Models of Attitudes Tricomponent Attitude Model Muliattribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model Freddy Rangkuti -5

6 The Tricomponent Attitude Model Conation Cognition Affect Freddy Rangkuti -6

7 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. Freddy Rangkuti -7

8 Multiattribute Attitude Models Attitude models that t examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Freddy Rangkuti -8

9 Multiattribute Attitude Models The attitude-toward-object to ard 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 Freddy Rangkuti -9

10 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). Freddy Rangkuti -10

11 Theory of Reasoned Action A comprehensive theory of the interrelationship among attitudes,intentions, intentions and behavior. Freddy Rangkuti -11

12 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 Attitude toward the behavior Subjective norm Intention Behavior Freddy Rangkuti -12

13 Theory of Trying to Consume Attitude theory yang menyebutkan bahwa tindakan atau hasil bukanlah tertentu, tetapi dicerminkan oleh cara orang mengkonsumsi atau membeli Freddy Rangkuti -13

14 Ad Illustrating the Theory of Trying to Consume Freddy Rangkuti -14

15 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. 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. Freddy Rangkuti -15

16 Attitude- Toward- the-ad Model 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 Freddy Rangkuti -16

17 A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Feelings from the Ad (Affect) Beliefs about the Brand Attitude toward the Ad Attitude toward the Brand Freddy Rangkuti -17

18 Four Basic Attitude Functions The Utilitarian Function The Ego-defensive df Function The Value-expressive Function The Knowledge Function Freddy Rangkuti -18

19 Clorox Uses A Utilitarian Appeal Freddy Rangkuti -19

20 AXE Uses Ego Defensive Appeal Freddy Rangkuti -20

21 Benetton Uses a Value-Expressive Appeal Freddy Rangkuti -21

22 A Knowledge Appeal Freddy Rangkuti -22

23 Freddy Rangkuti -23 Terima Kasih