Consumer Behavior (Tripartite Model & Attitude Measurement)

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Our report in Consumer Behavior. Some of the details were also from the internet.

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Consumer Behavior (Tripartite Model & Attitude Measurement)

  1. 1. Alburo, Marivic F. Gandia, Davy M.Powerpoint Presentation 2012 Miranda, Camille R. cmrmiranda & dmgandia
  2. 2. - Divided into or composed ofthree parts, involves threeparticipants. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  3. 3. Affect in psychology and psychiatry used to describeobservable behaviour that represents the expression ofa subjectively experienced feeling state (emotion) and moods. Common examples of affect are: Sadness, Fear, Joy, and Anger. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  4. 4. Moods are temporary feeling states and consideredas a group of persisting feelings associated with evaluativeand cognitive states which influence all the future evaluations,feelings and actions. Emotions are stronger feelings. It is aninstantaneous perception of a feeling. Hedonism is the claim that all and only pleasurehas worth or value, and all and only pain has disvalue. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  5. 5. A psychological term for an observable expression of emotion. A persons affect is the expression of emotion orfeelings displayed to others through facial expressions, handgestures, voice tone, and other emotional signs such aslaughter or tears. Individual affect fluctuates according toemotional state. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  6. 6. Satisfaction Appraisal is usually regarded as the centralmediator for post-purchased behaviour linking pre-choiceproduct beliefs to post-choice cognitive structure, consumercommunications and re-purchases behaviour. Complaint Behaviour is also known as ConsumerComplaint Responses a process that constitutes a subset of allpossible responses to perceived dissatisfaction around apurchase episode, during consumption or during possession ofthe goods or services. It is also an important form of marketfeedback to organization. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  7. 7. Word of Mouth is an oral or written recommendation bya satisfied customer to the prospective customers of agood or service. Reporter: Davy M. Gandia Powerpoint Presentation 2012 cmrmiranda & dmgandia
  8. 8. Attitude is a learned tendency to evaluate things in acertain way. This can include evaluations of people, issues,objects or events. Such evaluations are often positive ornegative, but they can also be uncertain at times. A learned pre-dispositon to respond in a consistentlyfavorable or unfavorable manner with respect to a givenobject. Entities that are evaluated are called “Attitudeobjects” Powerpoint Presentation 2012 cmrmiranda & dmgandia
  9. 9. Attitudes are related to self-image, social acceptanceand as well as to consumption. In order to preserve a positive self-image, people’sresponses may be affected by social desirability. They maynot well tell about their true attitudes, but answer in a way thatthey feel socially acceptable. The different measures focus on different componentsof attitudes – cognitive, affective and behavioural. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  10. 10. An Emotional Component : How the object, person, issue orevent makes you feel.A Cognitive Component : Your thoughts and beliefs about thesubject.A Behavioural Component : How the attitude influences yourbehaviour. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  11. 11. Direct Measurement (Likert scale and semanticdifferential) Indirect Measurement (projective techniques) Powerpoint Presentation 2012 cmrmiranda & dmgandia
  12. 12. One-Item Rating ScaleLikert Scale (Short I) - a type of psychometric scale frequently used inpsychology questionnaires. It was developed by andnamed after organizational psychologist Rensis Likert. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  13. 13. A typical Likert item usually takes the following format:Strongly DisagreeDisagreeNeither Agree nor DisagreeAgreeStrongly Agree Powerpoint Presentation 2012 cmrmiranda & dmgandia
  14. 14. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  15. 15. 1. This product is high priced. 2. This product provides good value for the money ___ Strongly agree that I would spend to buy it. ___ Agree ___ Strongly agree ___ Neutral ___ Agree ___ Disagree ___ Neutral ___ Strongly disagree ___ Disagree ___ Strongly disagree Powerpoint Presentation 2012 cmrmiranda & dmgandia
  16. 16. The semantic differential scale asks a person to rate aproduct, brand, or company based upon a seven-point ratingscale that has two bi-polar adjectives at each end. The semantic differential technique reveals informationon three basic dimensions of attitudes: evaluation, potency(i.e. strength) and activity. Powerpoint Presentation 2012 cmrmiranda & dmgandia
  17. 17. Evaluation is concerned with whether a person thinkspositively or negatively about the attitude topic (e.g. dirty –clean, and ugly - beautiful).Potency is concerned with how a powerful the topic is for theperson (e.g. cruel – kind, and strong - weak).Activity is concerned with whether the topic is seen as activeor passive (e.g. active – passive). Powerpoint Presentation 2012 cmrmiranda & dmgandia
  18. 18. Rate how you feel about this product on each of the scales below. High priced :___:___:___:___:___: Low priced Good value :___:___:___:___:___: Poor value Dislike it :___:___:___:___:___: Like it Reporter: Camille R. MirandaPowerpoint Presentation 2012 cmrmiranda & dmgandia
  19. 19. ATTITUDE AS AN INFERREDSTATE Social scientists often have assumed that certainkinds of responses reveal peoples attitudes.Observable=======>Inferred=======>ObservableStimuli that EvaluativeDenote atd.=======>Attitude=======>ResponsesObject Powerpoint Presentation 2012 cmrmiranda & dmgandia
  20. 20. Social scientists often have assumed thatresponses that express evaluation, and therefore revealpeoples attitudes, can be or should be divided into threeclasses:Cognition (beliefs)Affect (feelings)Conation (behaviour or intentions) Powerpoint Presentation 2012 cmrmiranda & dmgandia
  21. 21. Observable=======>Inferred=======>Observable Cognitive /=======>Responses / Stimuli that / Affective denotes atd.=======>attitude=======>Responses object =======>Behavioral Responses Powerpoint Presentation 2012 cmrmiranda & dmgandia
  22. 22. Cognitive are thoughts that people have about theattitude object.Affective feelings or emotions that people have inrelation to the attitude object.Behavioural peoples actions with respect to theattitude object. Reporter: Marivic F. Alburo Powerpoint Presentation 2012 cmrmiranda & dmgandia

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