ATTITUDE CHANGE

STRATEGIES

AIM: Is to affect alteration of

consumer attitude

&Reinforcing the existing

positive attitudes about their

brands.

1.STRATEGY: Easier to change brand belief than desired benefits.

Manufacturer of OTC product produces a brand that consumers regard as stronger.

Generally put more value benefit of mild and safe recommended by doctor or clinically tested.

Marketer Alternative Approach

The marketer approach could be to put less emphasis on product strength in its advertising, continue putting emphasis on fast relief from painful symptom and highlight DAI or FDA approval

Easier to change attitude for high-involvement products

• Consumer are committed to the brand

• Changing consumer belief easier than changing their brand attitude.

Easier to change attitude for low-involvement products

• Consumer are not committed to the brand

• Consumer are little self-identified with the product, little emotional attachment and snob appeal.

• Consumer are more likely to accept a message even if it does not conform to prior belief.

Change Weak Attitude Than The Strong Ones.

Fishbein’s Multi-

attribute Models & Attitude Change

Changing Values placed on Product Attributes

Marketers often try to convinceConsumers about the

superiority or importance ofthose attributes on which

their brands are relatively strong.

The strategy of changing beliefs focuses on Shifting beliefs about the performance of brand on one

or more attributes.

Changing Consumers’ Beliefs

Alternatively, marketers attempt to shift

the importance consumers place on certain

Attributes to those attributes on which

their brand is stronger

Changing Brand Evaluations

This strategy focuses on influencing

Consumers’ overall brand attitudes without any reference to specific

Attributes.

Changing behaviour

According to D S Kempf, behaviour can lead directly to affect , to cognitions, or to both at the same time.

Katz Functional Theory And Attitude Change

Katz Functional Theory And Attitude Change

Changing Attitude Through Utilitarian Function

Changing Attitude Through The Value-Expressive Function

Changing Attitude Through Ego-Defensive Function

Changing Attitude Through Knowledge Function

This approach of changing attitude is based on cognitive needs of consumer.

This approach of changing attitude is based on cognitive needs of consumer.

Changing Attitude Through Knowledge Function

It is difficult to change value expressive function because these relate to personal values and are

very important to people

Changing Attitude Through The Value-Expressive

Function

Counter Argument

Support Argument Source

Bolsters

Source Derogations

The marketer must discourage the development of counter arguments & encourage support arguments.

UNDER LOW INVOLVEMENT CONDITIONS, MARKETERS

MAY ATTEMPT TO DISCOURAGE SOURCE

DEROGATORS AND INCREASE SOURCE BOLSTERS.

POST PURCHASE ATTITUDE CHANGE

• Cognitive dissonance theory

• Attribution theoryMARKETERSMARKETERS

COGNITIVE DISSONANCE THEORY

(LEON FESTINGER)

The probability thatThe probability that

consumers will experienceconsumers will experience

dissonance and the dissonance and the

intensity of thisintensity of this

dissonance depends on…dissonance depends on…

“The degree of commitment.”

The importance of decision.

If the purchase decision is more important,

it is more likely that the consumer will experience dissonance

e.g. Television

The difficulty of choosing among alternatives.

If it is difficult to choose among alternatives, it is most likely

that the consumer will experience dissonancee.g. Washing machine

If it is difficult to choose among alternatives, it is most likely

that the consumer will experience dissonancee.g. Washing machine

The individual’s personal characteristics.

FIVE STRATEGIES TO REDUCE DISSONANCE :

Kenneth B Runyon

Marketers can relieve consumer dissonance by adopting several

strategies

ATTRIBUTION THEORY : D. J. BEM

• Consumers seek to determine causes for events, often after the fact.

• The theory suggests that consumer attitude formation and change is the result of consumer’s looking at their own behavior and making judgments about it.

Attribution Theory

• If a girl uses fair & lovely regularly, she feels she will get fairer as days go by. (Positive attitude for the brand)

• If she wins a contest she takes all the credit herself for any success( internal attribution)

And will attribute failure to others or external causes. ( external attribution)

Marketers should give positive reasons for their purchases after the act.

• Offer high quality product and allow consumer themselves to perceive as the reason for choosing the right brand.

SummarySummary Attitude change strategies can focus on any of the attitude

components thinking, feeling, behavioural, or some combination of these components.

It is easier to change brand belief than brand feeling.

It is easier to change attitude about low involving product than high involving category product .

Marketer can influence weak attitudes comparatively easily than strongly held attitude and finally it is easier to change attitude of consumer who are not really sure about their calculation of a brand.