Perilaku Konsumen

Consumer
Attitude
Formation &
Change
Arianis Chan
Linda Kurniawati
 Attitude and their formation

Agenda Tri-Component Attitude Model

What we'll discuss today Multi Attribut Attitude Model

Attitude
An ATTITUDE is a learned pre-disposition to
behave in a consistently favorable or
unfavorable way toward a given object.

Although attitudes generally lead to behavior, they are not

synonymous with behavior. Sometimes, attitudes reflect
either a favorable or an unfavorable evaluation of the
attitude object, which might or might not lead to behavior.
Attitudes might propel consumers toward a particular
behavior or repel them away from such.
Factors determining attitudes formation
toward marketing objects
Personal Sources & Experience
Personality Factors (need for cognition
between male & female): Pria cenderung
melihat seberapa riil dan detail informasi yang
diberikan
Consistency with Behavior : Preference of
Japanese or Korean automotive
Situational Factors, include brand switching. a
motorbike or car; heels or sneakers
Examples
Tri-Component
Attitude Model
Cognitive
Component
Affective Component
The affective component represents the consumer’s emotions and feelings
regarding the attitude object.

McD Pizza 👎 `80s Apple Pinpin 👎`90s

Pizza Hut 👍 PS5 👍

Conative Component
The conative component reflects the likelihood that an individual will undertake a specific action or behave in a
particular way with regard to the attitude object. In consumer research, the conative component is treated as an
expression of the consumer’s intention to buy.
Changing Consumers`
Attitudes
Changing Beliefs about
Products
The strategy of changing
beliefs in order to change
attitudes concentrates on
changing beliefs or
perceptions about the brand
itself.
Changing Brand Image Changing about
Competing Brands
The strategy of changing It’s excellent for capturing
brand image consists of audiences beyond a one-
attempting to alter time event.
consumers’ overall
assessment of the brand.
Changing Beliefs Changing the Brand Image of
about Avocados Kraft Macaroni and Cheese
 Changing Beliefs
about Competing Brands
Multiattribute
Models
Multiattribute attitude models
portray consumers’ attitudes as
functions of their assessments
of the objects’ prominent
attributes.
1. The extent to which the
product has (or lacks) each of a
given set of attributes.
2. The importance of each of
these attributes to the
consumer.
Similarities and Differences of the Multiattribute Models
Attribute Ranking
After knowing the
attitude
Adding an attribute Changing the Developing new
perceived importance products
of attributes
Adding a product or brand
For instance, Colgate Total
attribute means either
provides 12 hours of germ Marketers often use the
adding an attribute that
fighting, Colgate Max Fresh attitude-toward-object model
previously was ignored or
wipes out bad breath, and during the development of
adding one that represents
Colgate Sensitive Pro-Relief is new products.
an improvement or
for people who have
innovation.
sensitive gums.
Attitude-
toward-
behavior
Model
The attitude-toward-behavior
model captures the individual’s
attitude toward behaving or
acting with respect to an object,
rather than merely the person’s
attitude toward the object itself.
Theory of Reasoned Action
Subjective Norms
1. Normative beliefs that the individual attributes to
relevant others
2. Motivation to comply with the preferences of the
relevant others6
Theory of Trying to Consume
1. Personal impediments, such as a consumer who is trying to find “just the right
tie” to go with a suit, for less than $50, or a person trying to lose weight but loves
cookies.
2. Environmental impediments, such as the reality that “just the right tie” costs
more than $50, or realizing that one cannot continue eating cookies and lose
weight, and that there are no low-calorie cookies that taste good.
Attitude-toward-the-ad
Model
The attitude-toward-the-ad model proposes that the
feelings consumers form when they see and hear ads
significantly impact their attitudes toward the brands
advertised.
Attitude-toward-social-
media-posts Model
Similar to the attitude-toward-the-ad model, consumers
form attitudes-toward-social-media posts and
interactions.
Furthermore, the attitude that is formed about the post
influences the attitude toward the brand.
Attitudes` Motivational
Functions
The Value-expressive
The Utilitarian Function
Function

The Ego-Defensive The Knowledge

Function Function
 The Utilitarian
Function

The utilitarian function reflects the utilities that brands provide. When a product
enabled us to perform certain tasks in the past, our attitude toward it tends to be
favorable.

One strategy for changing attitudes in favor of a product is by demonstrating to

consumers that the product possesses a utilitarian purpose(s) that they may not
have considered.
 The Ego-
defensive
Function

The ego-defensive function maintains that people form attitudes in order to

protect themselves from sensing doubt and to replace uncertainty with feelings of
security and confidence.

Advertising that reassures consumers that they are making the right choice and
can feel secure when they purchase their brand are relying on the ego-defensive
function to sell their products.

For example, an ad for dentures tells consumers that they can feel secure, smile,
and eat because their brand of denture cream will not let their dentures fall out.
 The value-
expressive
Function

The value-expressive function maintains that attitudes reflect consumers’ values

and beliefs, and that marketers can create ads that either support or refute these
notions.

For example, many nutrition-conscious consumers probably believe that prepared

salads are healthy and low in calories.

An ad that refutes that belief by humorously stating that these salads can be
fattening because of extra calories from the salad dressing and added ingredients
challenges the consumer’s belief.
 The Knowledge
Function

The knowledge function holds that peoples’ attitudes reflect strong needs to
understand the characters of the people, events, and objects they encounter.

Therefore, many firms use ads centered on the consumer’s need to know.

Accordingly, marketers often try to alter consumers’ attitudes in favor of their

brands by providing them with facts of which they were unaware.

For instance, a message for a new allergy medication might include a bar graph
demonstrating the product’s superiority by contrasting its allergy-symptom–relief
abilities with those of other allergy medications.
The Elaboration
Likelihood Model (ELM)
ELM Definition
The proposition that attitudes can be changed by either one of
two different routes to persuasion—a central route or a
peripheral route—and that the cognitive elaboration related to
the processing of information received via each route is different.

central route to persuasion

A promotional approach maintaining that that highly involved
consumers are best reached and persuaded through ads focused
on the product’s attributes.

peripheral route to persuasion

A promotional approach maintaining that uninvolved consumers
can be best persuaded by the ad’s visual aspects rather than its
informative copy (i.e., the product’s attributes).
Cognitive
Dissonance & cognitive dissonance
Conflict Resolution The mental discomfort that people
experience when facing conflicting
information about an attitude object.

post-purchase dissonance
Cognitive dissonance that occurs after
a purchase.
Causality &
Attribution theory explains how
Attribution people assign causality (e.g., blame or
credit) to events, on the basis of
either their own behavior or the
behavior of others.

Self-perception attribution
A mental interpretation that reflects
the way people see themselves when
they form causalities about prior
events, which consists of internal and
external attributions.
Self Attribution