Attitudes and Intentions

Present By :
Andhi Irawan C2B115055
Gusti Aditya Rachman C2B115061
Wahyu Wibowo C2B114048
Galih Rahman 1620318310011
 Introduction
Attitudes and intentions are two important
variables in forming consumer behavior.
Positive attitudes toward the product or
brand increase the probability of intention
and actual purchase.
 Topics
Definition of Attitude
How are Attitudes Formed
How are Attitudes Measured
How and When Do Attitudes Influence
Behavior?
How to Change a Persons Attitude
 What is Attitude?
Lasting evaluations of various aspects of
the social world, evaluations that are stored
in memory
Learned predisposition to respond in a
consistently favorable or unfavorable
manner with respect to a given object
 How are Attitudes Formed?
Classical conditioning
Operant conditioning
Observational or Modeling
 Classical Conditioning
Discovered by Russian physiologist Ivan
Pavlov, classical conditioning is a learning
process that occurs through associations
between an environmental stimulus and a
naturally occurring stimulus.
 Classical Conditioning
In order to understand how classical
conditioning works, it is important to be
familiar with the basic principles of the
process.
The four basic principles of the process are:
unconditioned stimulus, unconditioned
response, conditioned stimulus, conditioned
response
 Classical Conditioning
The Unconditioned Stimulus (US) - is one that
unconditionally, naturally, and automatically
triggers a response. For example, when you smell
one of your favorite foods, you may immediately
feel very hungry. In this example, the smell of the
food is the unconditioned stimulus.
The Unconditioned Response (UR) - is the
unlearned response that occurs naturally in
response to the unconditioned stimulus. In our
example, the feeling of hunger in response to the
smell of food is the unconditioned response.
 Classical Conditioning
The Conditioned Stimulus (CS) - is previously neutral
stimulus that, after becoming associated with the
unconditioned stimulus, eventually comes to trigger a
conditioned response. In our earlier example, suppose that
when you smelled your favorite food, you also heard the
sound of a whistle. While the whistle is unrelated to the
smell of the food, if the sound of the whistle was paired
multiple times with the smell, the sound would eventually
trigger the conditioned response. In this case, the sound of
the whistle is the conditioned stimulus.
The Conditioned Response (CR) - is the learned response
to the previously neutral stimulus. In our example, the
conditioned response would be feeling hungry when you
hear the sound of the whistle.
 Classical Conditioning
Many studies show that when initially
neutral stimuli are paired repeatedly with
positive or negative stimuli, subjects will
develop positive or negative attitudes
toward the previously neutral stimulus
Example: Music, sexy voices, bodies,
celebrities (stimuli)
 Operant Conditioning
Persons are rewarded for expressing the
correct attitudes/punished for incorrect
Punishment
 Observational Learning
Persons form attitudes by observing and
then imitating models that they like and
admire
Example: Your mother states that only
biodegradable products should be used to
do laundry (Will you model that attitude?)
 How are Attitudes Formed?
Attitudes can be formed through the
following:
1. During an exposure to an advertisement
2. During a casual discussion with a friend about
a product
3. While making a purchase decision in the
grocery store
 How are Attitudes Measured?
The multi-attribute model indicates that our
attitude towards an object (e.g. product or
brand) is predicated upon what we consider
to be an appropriate range of beliefs about
that object and how we evaluate these.
 How are Attitudes Measured contd.
Example for Multi-attribute model
Attitude for 7up

Salient beliefs
How likely is it that 7up has no caffeine?
Extremely Unlilkely 1 2 4 5 6 7 8 9 10 Extremely Likely

How likely is it that 7up is made from all natural ingredients?

Extremely Unlilkely 1 2 4 5 6 7 8 9 10 Extremely Likely

Belief Evaluation
7up has no caffeine
Very Bad 0 1 2 3 Very Good

7-up has all natural ingredients

Very Bad 0 1 2 3 Very Good
 How are Attitudes Measured contd.
Surveys using different rating scales can
also be used to measure attitudes
The Semantic Differential Scales
incorporates a set of five or seven point
bipolar scales. The scales are
characterized by opposites such as
good/bad, active/passive, hot/cold,
rough/smooth, and strong/weak
 How are Attitudes Measured contd.
Example for Semantic Differential scale
For Direct Mail you receive, in general do you think it is:

Interesting 1 2 3 4 5 Uninteresting
Informative 1 2 3 4 5 Uninformative
Intrusive 1 2 3 4 5 Not intrusive
Relevant 1 2 3 4 5 Irrelevant
 How are Attitudes Measured contd.
Likert scaling technique presents series of
statements about the topic concerned and
respondents are asked to indicate their
degree of agreement with each, according
to a five point scale ranging from strongly
agree to strongly disagree
 How are Attitudes Measured contd.

Example for Likert Scale

Strongly Strongly
agree disagree
I like having a product or service 1 2 3 4 5
Information communicated to me

I like to decide for myself when 1 2 3 4 5

and where to look for product or
service information

The more that organizations know 1 2 3 4 5

about me, the better they can
meet my needs
 Group Assignment
Form 4 groups of 8-10 members each.
Construct a Likert scale survey to determine
your classmates attitudes on the assigned
product category.
Survey all your classmates except those
who are part of your group. (30
respondents)
Compile and analyze the data using Mean
or average.
 Group Assignment
Prepare a report about your groups
findings.
Submit the report, together with the surveys,
on August 10, 2011 (Wednesday).
Assigned product categories:
Group 1: 3D movies or movies available in 3D
Group 2: Frozen Yoghurt (White Hat, Oh My
Yoghurt, etc)
Group 3: Colored contact lens
Group 4: Couples shirts
 Intention
A plan, goal or objective
The theory of planned behavior indicates
that individuals consider the implications of
their actions before deciding how to behave
The best predictor of behavior in a situation
is the strength of our intentions with respect
to that situation
 Intention contd.
According to the theory, intentions will be based
on:
Atitudes toward the behavior in question (e.g. Regular
Hot oil treatment makes me hair look straighter and
smoother.)
Subjective norms are persons belief s about how others
will evaluate the behavior (e.g. my friends think that hot
oil is too expensive)
Perceived behavioral control is the extent to which
person believes behavior is hard or easy to control (e.g.
With my weekly allowance, I can afford it)
 Intention and Behavior
Identifying intention is an input to forecasts
Intention and behavior though are not always
congruent (e.g. Ana may have the intention to buy
a car but she lacks budget)
To accurately predict behaviors, marketers should
measure consumers intentions at the same level
of abstraction and specificity as the action, target,
and time components of the behavior.
 Factors that Reduce the Relationship
between Intention and Behavior
Intervening Time
Level of Specificity (e.g. You have the
intention to wear jeans on Wednesday,
which is the washday, but you have a case
presentation in class)
Unforeseen environmental event (e.g. You
wanted to buy Frito Lay but its out-of-stock)
 Factors that Reduce the Relationship
between Intention and Behavior
Unforeseen situational context (e.g. You
have negative attitudes toward cheap
champagne but you had to prepare for a
party)
Degree of voluntary control (e.g. the
intention to shop is there but you got a flu)
Stability of Intentions
New Information
Thank you for your kind attention