Consumer Behavior (Tripartite Model & Attitude Measurement)

Alburo, Marivic F.
Gandia, Davy M.
Powerpoint Presentation 2012 Miranda, Camille R.
cmrmiranda & dmgandia

- Divided into or composed of
three parts, involves three
participants.

Powerpoint Presentation 2012 cmrmiranda & dmgandia

Affect in psychology and psychiatry used to describe
observable behaviour that represents the expression of
a subjectively experienced feeling state (emotion) and
moods.

Common examples of affect are: Sadness, Fear,
Joy, and Anger.


Moods are temporary feeling states and considered
as a group of persisting feelings associated with evaluative
and cognitive states which influence all the future evaluations,
feelings and actions.

Emotions are stronger feelings. It is an
instantaneous perception of a feeling.

Hedonism is the claim that all and only pleasure
has worth or value, and all and only pain has disvalue.


A psychological term for an observable expression of emotion.

A person's affect is the expression of emotion or
feelings displayed to others through facial expressions, hand
gestures, voice tone, and other emotional signs such as
laughter or tears. Individual affect fluctuates according to
emotional state.


Satisfaction Appraisal is usually regarded as the central
mediator for post-purchased behaviour linking pre-choice
product beliefs to post-choice cognitive structure, consumer
communications and re-purchases behaviour.

Complaint Behaviour is also known as Consumer
Complaint Responses a process that ''constitutes a subset of all
possible responses to perceived dissatisfaction around a
purchase episode, during consumption or during possession of
the goods or services''. It is also an important form of market
feedback to organization.


Word of Mouth is an oral or written recommendation by
a satisfied customer to the prospective customers of a
good or service.

Reporter: Davy M. Gandia

Attitude is a learned tendency to evaluate things in a
certain way. This can include evaluations of people, issues,
objects or events. Such evaluations are often positive or
negative, but they can also be uncertain at times.

A learned pre-dispositon to respond in a consistently
favorable or unfavorable manner with respect to a given
object. Entities that are evaluated are called “Attitude
objects”


Attitudes are related to self-image, social acceptance
and as well as to consumption.

In order to preserve a positive self-image, people’s
responses may be affected by social desirability. They may
not well tell about their true attitudes, but answer in a way that
they feel socially acceptable.

The different measures focus on different components
of attitudes – cognitive, affective and behavioural.


An Emotional Component : How the object, person, issue or
event makes you feel.

A Cognitive Component : Your thoughts and beliefs about the
subject.

A Behavioural Component : How the attitude influences your
behaviour.


Direct Measurement (Likert scale and semantic
differential)

Indirect Measurement (projective techniques)


One-Item Rating Scale

Likert Scale (Short I)
- a type of psychometric scale frequently used in
psychology questionnaires. It was developed by and
named after organizational psychologist Rensis Likert.


A typical Likert item usually takes the following format:

Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly Agree


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


The semantic differential scale asks a person to rate a
product, brand, or company based upon a seven-point rating
scale that has two bi-polar adjectives at each end.

The semantic differential technique reveals information
on three basic dimensions of attitudes: evaluation, potency
(i.e. strength) and activity.


Evaluation is concerned with whether a person thinks
positively or negatively about the attitude topic (e.g. dirty –
clean, and ugly - beautiful).

Potency is concerned with how a powerful the topic is for the
person (e.g. cruel – kind, and strong - weak).

Activity is concerned with whether the topic is seen as active
or passive (e.g. active – passive).


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. Miranda

ATTITUDE AS AN INFERRED
STATE
Social scientists often have assumed that certain
kinds of responses reveal peoples' attitudes.

Observable=======>Inferred=======>Observable

Stimuli that Evaluative
Denote atd.=======>Attitude=======>Responses
Object


Social scientists often have assumed that
responses that express evaluation, and therefore reveal
peoples' attitudes, can be or should be divided into three
classes:

Cognition (beliefs)

Affect (feelings)

Conation (behaviour or intentions)

Observable=======>Inferred=======>Observable

Cognitive
/=======>Responses
/
Stimuli that / Affective
denotes atd.=======>attitude=======>Responses
object

=======>Behavioral
Responses

Cognitive are thoughts that people have about the
attitude object.

Affective feelings or emotions that people have in
relation to the attitude object.

Behavioural peoples' actions with respect to the
attitude object.

Reporter: Marivic F. Alburo

Consumer Behavior (Tripartite Model & Attitude Measurement)

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (19)

Andere mochten auch

Andere mochten auch (19)

Ähnlich wie Consumer Behavior (Tripartite Model & Attitude Measurement)

Ähnlich wie Consumer Behavior (Tripartite Model & Attitude Measurement) (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Consumer Behavior (Tripartite Model & Attitude Measurement)