Attitude change strategies 1
Download as PPTX, PDF4 likes3,944 views
The document discusses various strategies for altering consumer attitudes, which is important for marketers. It describes four functions of attitudes: ego-defensive, value-expressive, utilitarian, and knowledge. Some key attitude changing strategies discussed are highlighting new benefits of a product, associating a product with social causes, resolving conflicts between attitudes, and directly claiming a brand is better without changing beliefs about attributes. The goal is to change perceptions and make consumers view brands more favorably.
Attitude change strategies 1
- 2. Attitude changes are learned; they are influenced by personal experience and other sources of information, and personality affects both the receptivity and the speed with which Attitude s are likely to be altered. Altering consumer Attitude s is-a key strategy consideration for most marketers.
- 3. As per this approach attitude can be classified in four functions: (a) The ego-defensive function (b) The value-expressive function (c) The utilitarian function (d) The knowledge function
- 4. Attitude act as a ego-defensive. Most people want to protect their self images from inner feelings of doubt- they want to replace their uncertainty with a sense of security and personal confidence. Ads for cosmetics and fashion clothing, by acknowledging this need, both their relevance to the consumers and the likelihood of a favourable attitude change by offering reassurance to the consumers selfconcept Difficult to change
- 5. Attitudes are an extension or reflection of the consumer’s general values, life styles and outlook. Example if a consumer hold a positive attitude towards owning latest electronic devices then their attitude toward new electronic devices are likely to reflect that orientation.
- 6. We hold certain brand Attitudes partly because of a brand's utility. When a product has been useful or helped us in the past, our Attitude toward it tends to be favorable. One way of changing Attitude s in favor of a product is by showing people that it can serve a utilitarian purpose that they may not have considered. Example Wheel or excel detergent powder stresses it’s superior cleaning ability
- 7. Human nature is such that individuals prefer to know and understand the people and things with whom they are in contact. In product positioning marketers try to do this and improve the consumers attitude towards their product by highlighting its benefits over other competing brands. Example an automobile company point out that it is superior to other automobiles i.e. cars in saving petrol consumption
- 8. It is possible to alter attitudes towards companies and their products, services and brands by pointing put their relationships to particular social groups, events or causes. For example a detergent powder advertising that a certain percentage of their profits will be going towards educating the poor children of the country.
- 9. Attitude change strategies sometimes resolve actual or potential conflict between two attitudes. If the consumers may be made to see that their negative attitude towards a product or a specific brand or attributes is not in conflict with another attitude. Example Usually detergent powders are effective in cleaning but these also cause a bad effect on the skin. Now in some countries seventh generation of natural dishwashing and laundry detergents is introduced. These are as effective and are safer because they are natural. For a person who cares about both effectiveness and environmental safety Seventh generation is attempting to resolve what might otherwise be conflicting attitudes
- 10. New attributes can be associated with a product and consumers can also b made aware that some favorable attributes have been product characteristics for along time. Example The absence of caffeine and sugar or the addition of calcium in a number of soft drinks certainly appears to capture the interest of many consumers because of their implications regarding the health and appearance of the body
- 11. Issues are often more involving than are products this linkage could increase involvement regarding the product. Example Linking a breakfast cereal to problems of deficient performance among school children who have not had a wholesome breakfast
- 12. This strategy for changing attitudes that concentrates on changing beliefs or perceptions about the brand itself - a most common form of advertising appeal. Advertisers are constantly reminding us that their product is "more" is "better" or "the best". Example Maruti suzuki
- 13. This strategy can be accomplished by adding an attribute that previously has been ignored or one that represents improvement or technological advancement Example Yogurt has more potassium than a banana (a fruit associated with high quantity of potassium) for a consumer looking to increase their potassium intake the comparison has the power to change their attitude from banana to yogurt
- 14. Another strategy that attempts to alter consumers' overall rating of a brand directly, without attempting to change their evaluation of any single brand attribute. Such strategy frequently relies on some form of global statement that this is: "the largest selling brand" "thee most awarded car ever"