Consumer Behavior - Attitude and Influencing Attitude

8/13/2019 Consumer Behavior - Attitude and Influencing Attitude

1/13

CONSUMER BEHAVIOR

C11. ATTITUDE AND INFLUENCING ATTITUDE

PPM SCHOOL OF MANAGEMENT JAKARTA2013

WM 69 :

Aurelie FabreDimas Wijanarko

Elliot Laloi

Iwan Sylvanus

Nina Nurmayanti


2/13

ATTITUDE

can be defined as the way people think, feel, and act toward some aspect of theirenvironment. Attitudes influence, as well as reflect, the lifestyle individuals pursue

ATTITUDE DEFINITIONS & COMPONENTS

3 Attitude Components:

COGNITIVEconsumers

beliefs about an object.

AFFECTIVE

emotional reactions to an

object

BEHAVIORAL

ones tendency to

respond in a certainmanner toward an object

or activity


3/13

COMPONENT CONSISTENCY

A Change in one attitude

components tends to

produce related changes

in the other components.

This tendency is the basis

of marketing strategy

7 factors may account for inconsistencies:

1. Lack of Need

2. Lack of Ability3. Failure to Consider Relative Attitudes

4. Weakly Held Beliefs and Affect

5. Failure to Consider Interpersonal Influence

6. Failure to Consider Situational Factors

7. Measurement Issues


4/13

ATTITUDE CHANGE STRATEGY

CHANGE THE COGNITIVE

COMPONENT

Change Belief

Shift Importance

Add beliefs

Change Ideal

CHANGE THE AFFECTIVE

COMPONENT

Classical Conditioning

Affect toward the ad

or website

More Exposure

CHANGE THE BEHAVIORAL

COMPONENT

Give the other benefit

Give more information

Direct Experience


5/13

INDIVIDUAL & SITUATIONAL CHARACTERISTICS

THAT INFLUENCE ATTITUDE CHANGE

Elaboration likelihood model (ELM) :

The level of involvement is a key to

determine how information is

processed and attitudes are changed

Highly-involved customers results

in a central route - process thecommunication elements that they

deem meaningful and logical

evaluation.

Little-involved customers results

in peripheral route - form theirimpressions of the brand based on the

information immediately available

regardless of their relevance.


6/13

COMMUNICATION CHARACTERISTICS


1 SOURCE CHARACTERISTICS

Represents whodeliver the message. The source of message is important becauseconsumers respond differently to the same message delivered by different source

A. Source CredibilitySource Credibility consist of trustworthiness and expertise

B. Celebrity Source

Celebrities bring attention, are usually viewed credible and can convey either expertise

(athletes) or aspirational feelings (fashion icons).

C. Sponsorship

A company providing financial support for an event. Sponsorship work the same manner

as using celebrity endorser

To be effective the communication should match the image of the product, the

endorser and the target audience


7/13



2 APPEAL CHARACTERISTICS

Represents "howa message is communicated, affect attitude formation and change

A. Fear Appeals

use a threat is attitudes or behavior are not altered. Mainly used on topics where it cantbe

deemed unethical such as prevention campaign.

B. Humorous Appeal

increase the attention and the liking of the ad.

C. Comparative Ads

Directly compare the features or benefit of two or more brands

D. Emotional Appeal

Designed to create a positive affective response rather than provide information or

arguments. Better suited for more established brands


8/13



3 THE STRUCTURE OF THE MESSAGERepresents how the message is presented

A. One Sided Message VS Two Sided Message

One Sided Message one point of view is expressed

Two Sided Message presenting both good and bad points, is

counterintuitive

B. Positive VS Negative Framing

Attribute Framing only a single attribute is the focus of the

frame (+ gives more impact)

Goal Framing where themessage stresses either the positive

or the negative consequences of not performing the act ( - gives

more impact)

C. Nonverbal Components

how pictures enhance imagery and facilitate learning in influence

attitude

ATTRIBUTE FRAMING

GOAL FRAMING


9/13

MINI CASE


10/13

BACKGROUND

OBJECTIVEBACKGROUND

encouraging the

consumption of cow

milk in California

Ads must covered all

ethnics

What could you

say about milk? It

was white and

came in gallons.

People felt they

knew all there

was to know

about it, so it was

hard to find astrategic

platform.

- Jeff Manning

California Milk

Processor Board in

1993, asking the

advertising agency

to make advertising

campaign

TAGLINE RESULTS

1994 to 1995, fluid milk

sales in the 12 regions

totaled 23.3 billion poundsAds was one of the ten

best commercials of all time

by a USA Today

In 1994, California's milk

sales increased, 740 million

gallons to 755 million


11/13

GOT MILK ADS

TV COMMERCIAL

TV COMMERCIAL ANALYSIS

Got Milk Commercial try to influence the attitude by :

Cognitive Approach try to make the customer believe what the parents should do to

their children in giving the best nutrition for them

Behavioral Approach try to influence the behavior of parents in providing milk at home

CAMPAIGN MESSAGE

Change the attitude of American peoplespecially for parents to starts the children

activities by drinking milk - - with its protein

and essential nutrients -- at breakfast to fuel,

active successful days.

CAMPAIGN STRATEGY

CAMPAIGN TAGLINE

Protein to save the day

CAMPAIGN CONCEPT

Using various artist and actors from all ethnics


12/13

GOT MILK ADS

Source Characteristics : CelebrityDwayne The Rock

Johnson

PRINT AD

COMMUNICATION CHARACTERISTIC ANALYSIS

Appeal Characteristics : Humorous Appeal

Message Structure:

One Sided Message

Attribute Framing8 grams in 8 oz glass

Goal FramingProtein to save the day

Nonverbal Communication : the milk left on the lips,

the celebrity


13/13

Documents

Consumer Behavior - Attitude and Influencing Attitude