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Matakuliah : J0384 – Perilaku Konsumen
Tahun
: Ganjil 2007/2008
Attitude: Lanjutan
Pertemuan 15
HOW MARKETING STRATEGY
CAN AFFECT BEHAVIOR
Marketing
Strategy
Influences:
-Feelings
-Beliefs
-Intensions
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Attitude Towards:
Behavior:
-Products/brands
-Situations
-People/place
-Purchase
-Consumption
-Communication
COGNITIVE COMPONENT
The cognitive component of attitude consist of a
consumers beliefs and knowledge about an object.
For most attiutde object : the product, ad, person, etc
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AFFECTIVE COMPONENT
Feeling or emotional Reactions to an object represent
the affective componenet of an attitude.
While feelings are often the result of an evaluation of
specific attributes of a [roduct, they can precede and
influence cognition
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ATTITUDE COMPONENET CONSISTENCY
CognitiveComponent
“Beliefs”
Affective Component
“Feelings”
Begavioral Component
“Response Tendencies”
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ATTITUDE – CHANGE STRATEGIES:
•
•
•
•
•
Changing in affective component
Changing in behvioral component
Changing in cognitive component
Changing beliefs
Changing the ideal
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COMMUNICATION CHARASTERISTICS THAT
INFLUENCE ATTITDE FORMATION AND CHANGE
Source Charasteristic:
• Source credibility
• Celebrity sources
Appeal Charasteristic
• Fear appeal
• Humorous appeals
• Emotional appeals
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BELIEFS
A consumer may hold both positive beliefs toward an
object (e.g., coffee tastes good) as well as negative
beliefs (e.g., coffee is easily spilled and stains papers).
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MESSAGE – STRUCTURE CHARASTERISTIC
• One side vs two side message
• Non verbal components
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MARKETING SEGMENTATION BASED ON ATTITUDES
See exhibit 11.5 from Book I, pages. 11.19
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• Class Discussion
• Q/A
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