Consumer Behavior (Tripartite Model & Attitude Measurement)

Alburo, Marivic F.Gandia, Davy M.

Miranda, Camille R.Powerpoint Presentation 2012 cmrmiranda & dmgandia

- Divided into or composed of Divided into or composed of three parts, involves three three parts, involves three participants.participants.

Powerpoint Presentation 2012 cmrmiranda & dmgandia

AffectAffect in psychology and psychiatry used to describe in psychology and psychiatry used to describe observable behaviour that represents the expression of observable behaviour that represents the expression of a subjectively experienced feeling state (emotion) and a subjectively experienced feeling state (emotion) and

moods. moods.

Common examples of affect are: Common examples of affect are: Sadness, Fear, Sadness, Fear, Joy, Joy, and and Anger.Anger.


MoodsMoods are temporary feeling states and considered are temporary feeling states and considered as a group of persisting feelings associated with evaluative as a group of persisting feelings associated with evaluative and cognitive states which influence all the future evaluations, and cognitive states which influence all the future evaluations, feelings and actions.feelings and actions.

EmotionsEmotions are stronger feelings. It is an are stronger feelings. It is an instantaneous perception of a feeling.instantaneous perception of a feeling.

HedonismHedonism is the claim that all and only pleasure is the claim that all and only pleasure has worth or value, and all and only pain has disvalue.has worth or value, and all and only pain has disvalue.


A psychological term for an observable expression of emotion.A psychological term for an observable expression of emotion.

A person's affect is the expression of A person's affect is the expression of emotionemotion or or feelings displayed to others through facial expressions, hand feelings displayed to others through facial expressions, hand gestures, voice tone, and other emotional signs such as gestures, voice tone, and other emotional signs such as laughter or tears. Individual affect fluctuates according to laughter or tears. Individual affect fluctuates according to emotional state.emotional state.


Satisfaction AppraisalSatisfaction Appraisal is usually regarded as the central is usually regarded as the central mediator for post-purchased behaviour linking pre-choice mediator for post-purchased behaviour linking pre-choice product beliefs to post-choice cognitive structure, consumer product beliefs to post-choice cognitive structure, consumer communications and re-purchases behaviour.communications and re-purchases behaviour.

Complaint BehaviourComplaint Behaviour is also known as Consumer is also known as Consumer Complaint Responses a process that ''constitutes a subset of all Complaint Responses a process that ''constitutes a subset of all possible responses to perceived dissatisfaction around a possible responses to perceived dissatisfaction around a purchase episode, during consumption or during possession of purchase episode, during consumption or during possession of the goods or services''. It is also an important form of market the goods or services''. It is also an important form of market feedback to organization.feedback to organization.


Word of Mouth Word of Mouth is an oral or written recommendation by is an oral or written recommendation by a satisfied customer to the prospective customers of a a satisfied customer to the prospective customers of a good or service. good or service.

Reporter: Davy M. GandiaReporter: Davy M. GandiaPowerpoint Presentation 2012 cmrmiranda & dmgandia

Attitude is a learned tendency to evaluate things in a Attitude is a learned tendency to evaluate things in a certain way. This can include evaluations of people, issues, certain way. This can include evaluations of people, issues, objects or events. Such evaluations are often positive or objects or events. Such evaluations are often positive or negative, but they can also be uncertain at times. negative, but they can also be uncertain at times.

A learned pre-dispositon to respond in a A learned pre-dispositon to respond in a consistently favorable or unfavorable manner with respect consistently favorable or unfavorable manner with respect to a given object. Entities that are evaluated are called to a given object. Entities that are evaluated are called “Attitude objects”“Attitude objects”


Attitudes are related to self-image, social acceptance Attitudes are related to self-image, social acceptance and as well as to consumption. and as well as to consumption.

In order to preserve a positive self-image, people’s In order to preserve a positive self-image, people’s responses may be affected by social desirability. They may responses may be affected by social desirability. They may not well tell about their true attitudes, but answer in a way that not well tell about their true attitudes, but answer in a way that they feel socially acceptable.they feel socially acceptable.

The different measures focus on different components The different measures focus on different components of attitudes – cognitive, affective and behavioural. of attitudes – cognitive, affective and behavioural.


An Emotional Component An Emotional Component : How the object, person, issue or : How the object, person, issue or event makes you feel.event makes you feel.

A Cognitive Component A Cognitive Component : Your thoughts and beliefs about the : Your thoughts and beliefs about the subject.subject.

A Behavioural Component A Behavioural Component : How the attitude influences your : How the attitude influences your behaviourbehaviour..


Direct MeasurementDirect Measurement (Likert scale and semantic (Likert scale and semantic differential)differential)

Indirect MeasurementIndirect Measurement (projective techniques) (projective techniques)


One-Item Rating ScaleOne-Item Rating Scale

Likert Scale (Short I)Likert Scale (Short I)- a type of psychometric scale frequently used in - a type of psychometric scale frequently used in

psychology questionnaires. It was developed by and psychology questionnaires. It was developed by and named after organizational psychologist Rensis Likert.named after organizational psychologist Rensis Likert.


A typical Likert item usually takes the following format: A typical Likert item usually takes the following format:

Strongly DisagreeStrongly DisagreeDisagreeDisagreeNeither Agree nor Disagree Neither Agree nor Disagree AgreeAgreeStrongly AgreeStrongly Agree




1. This product is high priced. ___ Strongly agree ___ Agree ___ Neutral ___ Disagree ___ Strongly disagree

2. This product provides good value for the money that I would spend to buy it. ___ Strongly agree ___ Agree ___ Neutral ___ Disagree ___ Strongly disagree

The semantic differential scale asks a person to rate a The semantic differential scale asks a person to rate a product, brand, or company based upon a seven-point rating product, brand, or company based upon a seven-point rating scale that has two bi-polar adjectives at each end. scale that has two bi-polar adjectives at each end.

The semantic differential technique reveals information The semantic differential technique reveals information on three basic dimensions of attitudes: evaluation, potency on three basic dimensions of attitudes: evaluation, potency (i.e. strength) and activity. (i.e. strength) and activity.


EvaluationEvaluation is concerned with whether a person thinks is concerned with whether a person thinks positively or negatively about the attitude topic (e.g. dirty – positively or negatively about the attitude topic (e.g. dirty – clean, and ugly - beautiful).clean, and ugly - beautiful).

PotencyPotency is concerned with how a powerful the topic is for the is concerned with how a powerful the topic is for the person (e.g. cruel – kind, and strong - weak).person (e.g. cruel – kind, and strong - weak).

Activity Activity is concerned with whether the topic is seen as active is concerned with whether the topic is seen as active or passive (e.g. active – passive).or passive (e.g. active – passive).



Rate how you feel about this producton each of the scales below. High priced :___:___:___:___:___: Low priced Good value :___:___:___:___:___: Poor value Dislike it :___:___:___:___:___: Like it

Reporter: Camille R. MirandaReporter: Camille R. Miranda

ATTITUDE AS AN INFERRED ATTITUDE AS AN INFERRED STATESTATE

Social scientists often have assumed that certain Social scientists often have assumed that certain kinds of responses reveal peoples' attitudeskinds of responses reveal peoples' attitudes..

Observable=======>Inferred=======>ObservableObservable=======>Inferred=======>Observable

Stimuli that EvaluativeStimuli that EvaluativeDenote atd.=======>Attitude=======>ResponsesDenote atd.=======>Attitude=======>Responses ObjectObject


Social scientists often have assumed that Social scientists often have assumed that responses that express evaluation, and therefore reveal responses that express evaluation, and therefore reveal peoples' attitudes, can be or should be divided into three peoples' attitudes, can be or should be divided into three classes:classes:

CognitionCognition (beliefs) (beliefs)

AffectAffect (feelings) (feelings)

ConationConation (behaviour or intentions) (behaviour or intentions)Powerpoint Presentation 2012 cmrmiranda & dmgandia

Observable=======>Inferred=======>ObservableObservable=======>Inferred=======>Observable

CognitiveCognitive /=======>Responses/=======>Responses // Stimuli that / AffectiveStimuli that / Affective denotes atd.=======>attitude=======>Responsesdenotes atd.=======>attitude=======>Responses object \object \ \\ \=======>Behavioral\=======>Behavioral ResponsesResponses


Cognitive Cognitive are thoughts that people have about the are thoughts that people have about the attitude object.attitude object.

AffectiveAffective feelings or emotions that people have in feelings or emotions that people have in relation to the attitude object.relation to the attitude object.

BehaviouralBehavioural peoples' actions with respect to the peoples' actions with respect to the attitude object.attitude object.

Reporter: Marivic F. AlburoReporter: Marivic F. AlburoPowerpoint Presentation 2012 cmrmiranda & dmgandia

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Consumer Behavior (Tripartite Model & Attitude Measurement)