consumer behavior - attitude and influencing attitude
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CONSUMER BEHAVIOR
C11. ATTITUDE AND INFLUENCING ATTITUDE
PPM SCHOOL OF MANAGEMENT JAKARTA2013
WM 69 :
Aurelie FabreDimas Wijanarko
Elliot Laloi
Iwan Sylvanus
Nina Nurmayanti
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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
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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
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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
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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.
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COMMUNICATION CHARACTERISTICS
THAT INFLUENCE ATTITUDE CHANGE
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
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COMMUNICATION CHARACTERISTICS
THAT INFLUENCE ATTITUDE CHANGE
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
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COMMUNICATION CHARACTERISTICS
THAT INFLUENCE ATTITUDE CHANGE
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
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MINI CASE
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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
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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
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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
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