ATTITUDE CHANGE STRATEGIES

AIM: Is to affect alteration of consumer attitude &Reinforcing the existing positive attitudes about their brands.

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

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

Generally put more value benefit of mild and safe recommended

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

Change Weak Attitude Than The Strong Ones.

Fishbein s Multiattribute Models & Attitude Change

Changing Values placed on Product Attributes

Marketers often try to convince Consumers about the superiority or importance of those attributes on which their brands are relatively strong.

Changing Consumers Beliefs

The strategy of changing beliefs focuses on Shifting beliefs about the performance of brand on one or more attributes.

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 ValueExpressive Function Changing Attitude Through EgoDefensive Function

Changing Attitude Through Knowledge Function

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

Changing Attitude Through The Value-Expressive Function

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

Support Argume nt

Source Bolster s

Counter Argume nt

Source Derogatio ns

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 theory
MARKETERS

COGNITIVE DISSONANCE THEORY (LEON FESTINGER)

The probability that consumers will experience dissonance and the intensity of this 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 dissonance e.g. Washing machine

The individuals 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 consumers 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

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.

Summary Summary
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.