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CONSUMER BEHAVIOR
Panduan2019 D esain M edia I nformasi,

AttitudesSistem
& Persuasive
Tanda dan Penunjuk Arah
Communications
Dipublikasikan pada Desember 2013
Lecturer : Berto Mulia Wibawa

mb.its.ac.id
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Bagaimana sikap
anda terhadap
contoh berikut
ini?

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attitudes
- Intro -

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perception vs Attitudes
- Comparison -

❑ is the use of the mind or the senses to understand something

❑ is the person's actual feeling or way of thinking about something or
someone based on their perceptions. Generally, attitude is broken into two constructs: positive and
negative

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attitude
- Definition -

Engel, Blackwell, dan Miniard (1995) :

❑ Attitude (sikap) menunjukkan apa yang konsumen sukai dan yang tidak disukai.

Solomon (2017) :
❑ Attitude: general evaluation of people, objects, advertisements, or issues
❑ Attitude object (AO): anything toward which one has an attitude

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3 COMPONENTS of attitude
- Solomon (2017) -

• High-involvement hierarchy
• Low-involvement hierarchy
• Experiential hierarchy of effects
• Cognitive-affective model
• Independence hypothesis

• An attitude has three components (Solomon, 2017):

1. AFFECT : the way a consumer feels about an attitude object (feel)
2. BEHAVIOR : person’s intentions to do something with regard to an attitude object (do)
3. COGNITION : beliefs a consumer has about an attitude object (think)

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Hierarchy of 3 components
- Solomon -

1. AFFECT : the way a consumer feels about an attitude object (feel)

2. BEHAVIOR : person’s intentions to do something with regard to an attitude object (do)
3. COGNITION : beliefs a consumer has about an attitude object (think)

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For reflection
- Discussion -

Interview a student next to you and share his/her decision that made
following the three learning hierarchies when consuming something :
1. Think - Feel - Do
2. Do - Feel - Think
3. Feel - Do - Think

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3 COMPONENTS of attitude
- Schiffman & Wisenblit (2015) -

❑ Afektif (feel) : emosi, perasaan

❑ Konatif (do) : tindakan
❑ Kognitif (think) : pengetahuan

These three components are interrelated and integrate to form an attitude

of a person toward any product or service in consumer scenario.

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cognitive
- Pengetahuan -

❑ THE COGNITIVE component consists of a person’s knowledge and perceptions of the

features of an attitude object, commonly expressed as beliefs; or whether or not the
consumer believes that the attitude object possesses specific attributes.

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affective
- Emosi/perasaan -

❑ THE AFFECTIVE component represents the consumer’s emotions and feelings regarding
the attitude object, or evaluations (i.e., the extent to which the individual rates the attitude
object as “favorable” or “unfavorable,”“good” or “bad”)

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conative
- Tindakan -

❑ 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 - treated as
an expression of the consumer’s intention to buy in consumer research.

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Hard decision making

- A learning process -

OPPO F9 VIVO V11 PRO

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Functional theory
- Attitudes -

UTILITARIAN VALUE-EXPRESSIVE
FUNCTION: FUNCTION:

Relates to rewards Expresses consumer’s

and punishments values or self-concept

EGO-DEFENSIVE
KNOWLEDGE
FUNCTION:
FUNCTION:
Protect ourselves from
Need for order, structure,
external threats
or meaning
or internal feelings

❑ Daniel Katz developed the functional theory of attitudes to explain how

attitudes facilitate social behavior. This theory suggests that attitudes exist
because they serve some function for the person.
❑ Two people can have an attitude toward some object for very different reasons.

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Seseorang menyatakan sikapnya

terhadap suatu objek atau produk karena
ingin memperoleh manfaat dari produk
(rewards) tersebut atau menghindari
risiko dari produk (punishment)

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Sikap yang berfungsi untuk menyatakan

nilai-nilai, gaya hidup, dan identitas sosial
dari seseorang. Sikap dapat
menggambarkan minat, hobi, kegiatan,
dan opini dari seorang konsumen.

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Sikap berfungsi untuk meningkatkan rasa

aman dari ancaman yang datang dan
menghilangkan keraguan yang ada dalam
diri konsumen.

“Mengurangi rasa minder dan

meningkatkan kepercayaan
diri sendiri”

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Konsumen perlu untuk mengetahui

produk terlebih dahulu sebelum ia
menyukai kemudian membeli produk
tersebut.

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Kombinasi beberapa fungsi

- Dimungkinkan terjadi -

❑ Terdapat tiga orang konsumen yang memiliki sikap postif

terhadap Mercedes, namun dengan alasan yang berbeda.
❑ Konsumen pertama menyukai sedan Mercedes karena faktor
kenyamanan saat dikendarai (FUNGSI UTILITARIAN).
❑ Konsumen kedua menyukai Mercedes karena merasa bahwa merek
tersebut akan meningkatkan rasa percaya dirinya sebagai pengusaha
sukses (FUNGSI MEMPERTAHANKAN DIRI),
❑ Konsumen ketiga menyukai Mercedes karena merek tersebut telah
terbukti sebagai kendaraan yang lebih baik dibandingkan dengan
sedan merek lain (FUNGSI PENGETAHUAN)

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Consistency principles
- Our nature is to keep our attitudes consistent -

❑ We value/seek harmony among thoughts,

feelings, and behaviors
❑ We will change components to make them
consistent
❑ Relates to the theory of cognitive dissonance –
we take action to resolve dissonance when our
attitudes and behaviors are inconsistent

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For reflection
- Discussion -

❑ Interview a student next to you about a behavior that he or she has that is inconsistent
with his or her attitudes (e.g., attitudes toward healthy eating or active lifestyle, attitudes
toward materialism, etc.)!
❑ Ask the student to elaborate on why he or she has the behavior, then try to identify the way
the person has resolved this behavior!

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Social judgement theory

- Attitude acts -

❑We assimilate new information

about attitude objects in light of
what we already know/feel
❑Initial attitude = frame of
reference
❑Latitudes of acceptance and
rejection
➢ Assimilation effects
➢ Contrast effects
➢ Example: “Choosy mothers choose
Jif Peanut Butter”

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Personal conflict : attitudes

- Product as a solution -

Iklan Soyjoy yang menggunakan strategi memecahkan konflik dua sikap yang berlawanan. Iklan
tersebut memberi pesan dengan jelas bahwa mengkonsumsi soyjoy tidak akan menyebabkan
gemuk, karena soyjoy adalah cemilan yang sehat. Soyjoy berusaha memberikan solusi terhadap
konflik dua sikap yang mungkin dihadapi oleh konsumen.

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A multi-attribute attitude model

- The FISHBEIN model -

Salient Beliefs
Beliefs about the object a person considers during evaluation.
❑ Multiattribute attitude
models assume that
consumers’ attitude
Object-Attribute Linkages toward an attitude
Probability that a particular object has an important attribute object (Ao) depends on
the beliefs they have
about several of its
attributes

Evaluation
Evaluate each important attribute

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Marketing applications
- Multiattribute model -

Based on this example,

We can see that Saundra has the best view of Smith as a college choice.

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Theory of trying
- Perspective -

As the figure shows, this perspective recognizes that additional factors might
intervene between intent and performance.

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