Strategies for Consumer

Attitude Change

Agenda

Introduction

Attitude Formation

Strategies of Attitude Change

Conclusion

What Are Attitudes?

Definition of

Attitude

A learned

predisposition to

behave in a

consistently

favorable or

unfavorable

manner with

respect to a given

object.

Characteristics of Attitudes

The attitude “object”

Attitudes are a learned predisposition

Attitudes have consistency

Attitudes occur within a situation

Components of an Attitude

Cognitive

Affective

Behavioural

Attitude Components and Manifestations

Attitude-Component Consistency

Strategy I - Changing Belief about Competitor Brands

Audi 2012 TV Spot , “The Carrier” Changing Belief about Competitor Brands

Nissan 2012 TV Spot , “Toyota Vs Hyundai”

Changing Belief about Competitor Brands

Strategy II –

Associating the Product with an Admired Group ,Cause or Event

Strategy III –

Altering Components of Multiattribute Model

Copyright 2007 by Prentice Hall

Multiattribute

Attitude

Models

Attitude models that

examine the

composition of

consumer attitudes

in terms of selected

product attributes or

beliefs.

1. Changing the Relative evaluation

attributes

2. Changing Brand Belief

3. Adding an Attribute

4. Change overall brand rating

Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John

Lennon & Yoko Ono, Buckminster Fuller, Thomas Edison, Muhammad Ali,

Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart & Bernt Balchen,

Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright, Pablo

Picasso. The commercial ends with an image of a young girl opening

her closed eyes, as if to see the possibilities before her.

Apple (1997) “Think Different “ - Ad narrated by Steve Jobs

“It fits a bit better than your Ordinary Shoe”

Reebok (1989) TV Spot“Pump Bungee” Altering Multiattribute Model Components +Changing Belief about Competitor Brands

Turning a Product weakness into a Strength

“It takes 119.5 seconds to pour the PERFECT pint…”

Guniness (1998) TV Spot “Swim Black” Altering Multiattribute Model Components

Strategy IV –Changing Basic Motivation Function

The

Utilitarian

Function

The Ego

Defensive

Function

The Value

Expressive

Function

The

Knowledge

Function

THE UTILITARIAN FUNCTION

1. People hold attitude because of brands utility

2. Attitude towards brands or products are favorable when they

are useful in the past

3. The application of the brand or product have to be conveyed

frequently to the consumers

4. Not only primary benefits all the other benefits and features

needs to be clearly communicated

5. This will create new attitudes and beliefs among the

consumers

The Utilitarian Function

THE EGO DEFENSIVE FUNCTION

1. People desire to protect their self image from all the doubts

that come to their mind

2. Always try to build up their inner sense of self security and

inner confidence

3. Advertisements to assure people of their lost self ego or self

image

The Ego-Defensive Function

VALUE EXPRESSIVE FUNCTION

1. Consumers general values, lifestyles and point of view are

mostly the attitudes they hold

2. Concentrating on target consumers lifestyle and belief will be

useful as they reflect their attitudes towards certain brands

and products

3. if the consumers hold a positive attitudes or negative

attitudes toward the values or beliefs, that will be depicted by

the products and brands they buy

The Value Expressive Function

THE KNOWLEDGE FUNCTION

1. The consumers always have a strong “need to know” about the

particular brand and product

2. Marketers should make the consumers aware of all the important

advantages of particular brands and products over their

competitive brands

3. Consumers should be educated on all the details of the products

and brands so they will secure to buy that particular brand or

product

4. A strong convincing to the consumers on the benefits will be

useful for most of the brands

The Knowledge Function

Resolving Two Conflicting Attitudes

1. CONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES

(NEGATIVE AND POSITIVE)

2. THE ATTITUDE CHANGE STRATEGIES CAN CHANGE THESE CONFLICTS

3. IF CONSUMER HAVE NEGATIVE ATTITUDE TOWARD A PARTICULAR BRAND OR PRODUCT

AND THAT CONFLICT WITH ANOTHER POSITIVE ATTITUDE THEY HAVE, THIS MAY CONFUSE

THE CONSUMER

4. THIS STRATEGY CHANGES THE MIND OF THE CONSUMER TO MOVE FROM THE NEGATIVE

ATTITUDE TO POSITIVE ATTITUDE OF THE PRODUCT OR THE BRAND

Strategy IV –Resolving Two Conflicting AttitudesCONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES

(NEGATIVE AND POSITIVE)

EX:

CONCLUSION

Attitudes are learned.

Attitudes can be changed , influenced by

different strategies.