1. Attitude Pertemuan 14 Matakuliah: J0384 – Perilaku Konsumen Tahun: Ganjil 2007/2008

2. Bina Nusantara WHAT IS AN ATTITUDE? Object Manifested dimensions and attributes Cognitive Component Beliefs about the object Affective Component Emotions or feelings about the object Conative Component Behavioral intention toward the object Attitude Overall expressive orientation toward the object

3. Bina Nusantara DEFINITION An attitude is an enduriing combination of motivational, emotional, perceptual and cognitive process with respect to some aspect of our environment

4. Bina Nusantara OTHER DEFINITION Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object.

5. Bina Nusantara HOW MARKETING STRATEGY CAN AFFECT BEHAVIOR Marketing Strategy Influences: - Feelings - Beliefs - Intensions Attitude Towards: - Products/brands - Situations - People/place Behavior: -Purchase -Consumption -Communication

6. Bina Nusantara COGNITIVE COMPONENT The cognitive componenet of attitude consist of a consumers beliefs and knowledge about an object. For most attiutde object : the product, ad, person, etc

7. Bina Nusantara Feeling or emotional Reactions to an object represent the affective componenet of an attitude. While feelings are often the result of an evaluation of specific attributes of a [roduct, they can precede and influence cognition AFFECTIVE COMPONENT

8. Bina Nusantara ATTITUDE COMPONENET CONSISTENCY Affective Component “Feelings” Begavioral Component “Response Tendencies” CognitiveComponent “Beliefs”

9. Bina Nusantara ATTITUDE – CHANGE STRATEGIES: Changing in affective component Changing in behvioral component Changing in cognitive component Changing beliefs Changing the ideal

10. Bina Nusantara COMMUNICATION CHARASTERISTICS THAT INFLUENCE ATTITDE FORMATION AND CHANGE Source Charasteristic: Source credibility Celebrity sources Appeal Charasteristic Fear appeal Humorous appeals Emotional appeals

11. Bina Nusantara BELIEFS A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers).

12. Bina Nusantara MESSAGE – STRUCTURE CHARASTERISTIC One side vs two side message Non verbal components