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].
Consumer behavior 