Upload
evan-pathiratne
View
9.842
Download
1
Tags:
Embed Size (px)
Citation preview
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.