KULIAH IX
ATTITUDE AND CHANGING ATTITUDE
(SIKAP DAN MERUBAH SIKAP)
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
~ product
~ product category
~ brand
~ service
~ product use
~ people
~ internet sites
~ price
~ media
etc
2. Learned Predisposition
Experience
~
~
~
Object
result
ATTITUDE
Usage
Word of mouth
Exposure to
• Mass media
• Internet
• Direct marketing
• Retail
Etc.
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 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
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 MODEL
Incorporates 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 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
Assignment
1.
Prepare ideas for object of attitude



2.
Object
Behavior
Ad
Interview 30 people in the class
Assignment
3.
Measure attitude using the Fishbein
formula for :



Attitude toward object model
Attitude toward behavior model
Attitude toward ad model