Strategies of Attitude Change

A tendency to respond positively or negatively towards a certain idea, object, person or situation is called Attitude. Our attitudes are formed by the influence of the  personal experience, social media, and even from the environment. Therefore, the key strategy for the marketers is to alter the attitudes of the consumers. The aim of the marketers is to create a positive attitude in consumer minds to attract the product comparison to competitor’s. Generally, it is very difficult to change the attitude of the consumers when they suspect that the marketer has a self-serving agenda in bringing about this change(Litvin & MacLaurin 2001). There are five attitude change strategies by Shiffman et al(2014).

1)Changing The Basic Motivational Function

By making a particular needs prominent, we can change the consumer attitudes towards a product or a brand. One method that we can use to change the motivation of the consumer is called functional approach. They are classified into four functions: (i) Utilitarian Function, (ii) Ego-defensive function (iii) Value expressive function and (iv) Knowledge Function

For example, Value Expressive Function; Attitudes can be expressed when the consumer reflect a product or service based on their self concept or central values. It gives consumers to gain positive feelings about themselves through expressing their self image of who they are.If the consumer likes wearing active wear like sports wear it shows her identity that he/she enjoys being active and,sporty . Marketers can approach by targeting the consumer’s attitude on their outlook, lifestyle and self-image by reflecting these characteristics while advertising and marketing.

 

2)Associating the product with an admired group or event

Attitudes of consumers towards the particular brands and services can possibly be changed by consolidating with social groups or events. For example, recently Mc Donald’s made a biggest fast food collaboration with cartoon Despicable Me 3. Mc Donald’s added a new menus with minions influenced items in order to help promote Despicable Me 3 . The research shows that it is indicated a good idea to exposed to the consumers the reason oftheir sponsorship in order to avoid negative motives.

 

3) Resolving two conflict attitudes

Sometimes, attitude change strategies candetermined actual and possible conflict between two attitudes. If the consumers were made to have a negative impact on the product or a specific brand, but if they do not have any conflict, this made the consumers to alter their judegement of the product. For example, disposing nappies can be made for the environment but as it is made with organic cotton, it helps with the environment sustainability.

 

4) Altering components of the multi-attribute model 

Multi attribute is a strategy  to change the attitude of the consumer by altering the evaluation of products,changing the perception about the brand and remodeling the over-all brand rating by adding an attribute to a product. It changed the negative aspect that the consumers have towards the product or brand by reinforcing their persisting beliefs. It is done by adding an attribute that has been ignored by reflecting its actual product innovation . Therefore it changedthe rating of the brand. Eg- Guinnes beer

 

5)Changing the consumer beliefs about competitors brands

It is the strategy of changing consumer’s beliefs by comparing with the competitors brands.For e.g.- Nike Vs Adidas

 

Referencing:

BusinessDictionary.com. (2017). How has this term impacted your life?. [online] Available at: http://www.businessdictionary.com/definition/attitude.html [Accessed 16 Jun. 2017].

Schiffman, L., Kanuk, L. and Brewer, S. (n.d.). Consumer behaviour. 11th ed.

Zeepedia.com. (2017). ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes Consumer Psychology Social Sciences Psychology. [online] Available at: http://www.zeepedia.com/read.php?attitude_change_strategies_resolving_two_conflicting_attitudes_consumer_psychology&b=86&c=35 [Accessed 16 Jun. 2017].

Pictures and videos referencing:

Anon, (2017). [image] Available at: https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj2rYit78TUAhUKRY8KHXqEB48QjRwIBw&url=https%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%3Dyl2kfLKFjrg&psig=AFQjCNF4p4ZU1NQO-8pTr-68lqKKIdiPsg&ust=1497788565179914 [Accessed 17 Jun. 2017].

Anon, (2017). [image] Available at: https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiRq-vR78TUAhWBrY8KHZ7-DZwQjRwIBw&url=http%3A%2F%2Fwww.realfoods.co.uk%2Fproduct%2F26076%2Feco-friendly-disposable-nappies-4-(499g)&psig=AFQjCNFRI0lys5xR40fqhdaXWxq4Yua-eg&ust=1497788625536002 [Accessed 17 Jun. 2017].

Anon, (2017). [image] Available at: https://www.google.com.sg/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjJvYf478TUAhWLtY8KHZySDeUQjRwIBw&url=http%3A%2F%2Fwww.trendhunter.com%2Ftrends%2Ftop-innovative-beer-ads-of-2008-guinness-light-show&psig=AFQjCNFG_Y2TvdsmQjSINzbvywHvdWmSNQ&ust=1497788723201643 [Accessed 17 Jun. 2017].

Anon, (2017). [image] Available at: https://youtu.be/3ldqJVwp6zk [Accessed 17 Jun. 2017].

Anon, (2017). [image] Available at: https://youtu.be/UbIVqUDZOs0 [Accessed 17 Jun. 2017].

Cause Related Marketing and Consumer Behavior

 

Cause related marketing is a joint funding and promotional strategy in which a firm’s sales are linked to a charity or other public causes(WebFinance 2015). Cause related marketing is an important part in a market, where businesses form a partnership with non-profit organizations to uphold attributes.

Anon, (2017). [image] Available at: https://youtu.be/jugd-_XOPpw [Accessed 17 Jun. 2017].

The psychology of how consumers think, feel, reason and select between different alternatives like brands, products and retailers is called Consumer Behavior. Firms and organizations can improve their strategies by understanding the consumers behavior. Therefore, when the company wants to develop a strategic relationship with the social which will benefit both of the parties, Cause related marketing occurs.

It is an effective way to make profit because it creates a good impact on the society as well as the product. By having the logo of the charity displayed on the brand or a supermarkets, not only that charity can largely benefit from it, also the consumer brand can be more effective as it will raise the awareness of the people.It is a win-win-win situation because it doesn’t only benefits the company and the charity but also the consumers. Companies will advantage; developing goodwill, Increasing reputation, Differentiating from the competition, boosting organizational morale, Increasing brand awareness, Increasing customers loyalty and Developing good public relations. On the other hand, social cause also benefits increase in funds and donations through great exposure, and greater public awareness.

For example, The Body Shop. It started since 1986 with “save the whale“ and many others environmental and human rights campaigns every year till now. One of the activities is that in 2003, The body shop collaborated with Women’s Aid. In order to raise the domestic violence awareness Women’s Aid cooperating with the body shop fundraised a campaign. The mint Lip balm by The body shop was a main cause marketing product which had a slogan ‘Stop Violence in the Home’. They also gave the ‘Survivors Handbook’ to those who donate 1.50 pounds from the lip balm or other of their products.

Anon, (2017). [image] Available at: https://youtu.be/zAXR9aQNj48?list=PLE86F7D046F188810 [Accessed 17 Jun. 2017].

Does cause-related marketing really effect the consumers?
By consumer surveys we could find out whether the product has a increase in sales, gain company’s reputation, increase brand awareness, customers loyalty and public relations. Companies and marketers must also make sure that the activities are processed ethically and appeal to customer’s perspectives. Studies show that consumer associations worldwide,pay more attention to human rights, environmental issues, social inequality, people are willingly to buy products from the brand that cooperate with non-profit organizations than low-involvement product. Due to the survey, majority of the consumers think that partnering with the non-profit organizations benefits and raises awareness to the public. According to the researchers, it shows that 78% of the customers understand the collaboration of profit and non-profit organizations is effective for non-profit organizations. They should receive financial assistance from corporations. We can conclude that Cause-Related marketing is effective in enriching the reputation of the brand ,increase sales by supporting the needs. There is likely a lesser chance of customers not supporting the campaign.

Referencing:

BusinessDictionary.com. (2017). What is cause related marketing? definition and meaning. [online] Available at: http://www.businessdictionary.com/definition/cause-related-marketing.html [Accessed 17 Jun. 2017].

Consumerpsychologist.com. (2017). Consumer Behavior: The Psychology of Marketing. [online] Available at: https://www.consumerpsychologist.com [Accessed 17 Jun. 2017].

Farache, F., Perks, K., Wanderley, L. and Sousa Filho, J. (2017). Cause related marketing: consumers’ perceptions and benefits for profit and non-profits organisations.

Institute ofFundraising. (2017). Great Examples of Cause Related Marketing. [online] Available at: http://www.institute-of-fundraising.org.uk/blog/great-examples-of-cause-related-marketing/ [Accessed 17 Jun. 2017].

Thebodyshop.com. (2017). Campaigns | Our Commitment | The Body Shop. [online] Available at: https://www.thebodyshop.com/en-gb/commitment/campaigns [Accessed 17 Jun. 2017].