1. KULIAH IX ATTITUDE AND CHANGING ATTITUDE (SIKAP DAN MERUBAH SIKAP)

2. ATTITUDE Definition A 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

3. 2.Learned Predisposition ATTITUDEExperience ~ Usage ~ Word of mouth ~ Exposure to Mass media Internet Direct marketing Retail Etc. Object result 3.Favorable - unfavorable -+++ Evaluative quality Motivational quality Object Propelled towardRepelled away 4.Consistency With reflected behavior Not necessarily permanent  Must consider situational influences

4. Example of How Situation Might Influence Attitudes

5. 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.

6. MULTI ATTRIBUTE ATTITUDE MODELS Attitudes = fungsi persepsi terhadap attribute (evaluasi) (belief) object 1.ATTITUDE – TOWARD – OBJECT MODEL The consumer’s attitude is a function of presence/absence and evaluation of certain product-specific beliefs/attributes 2.ATTITUDE – TOWARD – BEHAVIOR MODEL The consumer’s attitude toward behaving or acting with respect to object Purchase of BMW Owning rather than evaluation of BMW

7. ATTITUDE TOWARD OBJECT Consumer’s Beliefs for Two Brands of Pocket Digital Organizers

8. 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

9. 3.THEORY OF REASONED ACTION MODEL Incorporates a cognitive component, an affective component and a conative component.

10. A Simple Representation of the Tricomponent Attitude Model

11. 4.ATTITUDE – TOWARD – THE AD MODEL

12. ATTITUDE CHANGE CHANGING MOTIVATIONAL FUNCTION 1.The Utilitarian Function Change product’s utilitarian purpose to serve utilitarian need 2.The Ego-Defensive Function Reassuring consumer’s self concept, sense of security, confidence 3.The Value – Expressive Function Reflect consumers general values, lifestyle, outlook 4.The Knowledge Function Attempt to satisfy need to know  Information on how superior it is to other brands 5.Combining functions

13. Assignment 1. Prepare ideas for object of attitude Object Behavior Ad 2. Interview 30 people in the class

14. Assignment 3. Measure attitude using the Fishbein formula for : Attitude toward object model Attitude toward behavior model Attitude toward ad model