CONSUMER BEHAVIOR C11.

ATTITUDE AND INFLUENCING ATTITUDE

WM 69 : Aurelie Fabre Dimas Wijanarko Elliot Laloi Iwan Sylvanus Nina Nurmayanti

PPM SCHOOL OF MANAGEMENT JAKARTA 2013

ATTITUDE DEFINITIONS & COMPONENTS

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

3 Attitude Components:

COGNITIVE consumers beliefs about an object. AFFECTIVE emotional reactions to an object BEHAVIORAL ones tendency to respond in a certain manner toward an object or activity

COMPONENT CONSISTENCY

7 factors may account for inconsistencies: 1. 2. Lack of Need Lack of Ability

A Change in one attitude components tends to produce related changes in the other components. This tendency is the basis of marketing strategy

3.
4. 5. 6.

Failure to Consider Relative Attitudes

Weakly Held Beliefs and Affect Failure to Consider Interpersonal Influence Failure to Consider Situational Factors

7.

Measurement Issues

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

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 the
communication elements that they deem meaningful and logical evaluation.

Little-involved customers results in peripheral route - form their

impressions of the brand based on the information immediately available regardless of their relevance.

COMMUNICATION CHARACTERISTICS THAT INFLUENCE ATTITUDE CHANGE

SOURCE CHARACTERISTICS
Represents who deliver the message. The source of message is important because consumers respond differently to the same message delivered by different source

A. Source Credibility Source 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

COMMUNICATION CHARACTERISTICS THAT INFLUENCE ATTITUDE CHANGE

APPEAL CHARACTERISTICS
Represents "how a 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 cant be 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

COMMUNICATION CHARACTERISTICS THAT INFLUENCE ATTITUDE CHANGE

THE STRUCTURE OF THE MESSAGE Represents 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 the message 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
GOAL FRAMING ATTRIBUTE FRAMING

MINI CASE

BACKGROUND
BACKGROUND
California Milk Processor Board in 1993, asking the advertising agency to make advertising campaign

OBJECTIVE
encouraging the consumption of cow milk in California Ads must covered all ethnics

TAGLINE

RESULTS
1994 to 1995, fluid milk sales in the 12 regions totaled 23.3 billion pounds Ads 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

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 a strategic platform. - Jeff Manning

GOT MILK ADS

TV COMMERCIAL CAMPAIGN STRATEGY
CAMPAIGN MESSAGE Change the attitude of American people specially for parents to starts the children activities by drinking milk - - with its protein and essential nutrients -- at breakfast to fuel, active successful days.

CAMPAIGN TAGLINE Protein to save the day CAMPAIGN CONCEPT Using various artist and actors from all ethnics 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

GOT MILK ADS

PRINT AD
COMMUNICATION CHARACTERISTIC ANALYSIS Source Characteristics : Celebrity Dwayne The Rock Johnson Appeal Characteristics : Humorous Appeal Message Structure: One Sided Message Attribute Framing 8 grams in 8 oz glass Goal Framing Protein to save the day Nonverbal Communication : the milk left on the lips, the celebrity