CONSUMER BEHAVIOUR

ASSIGNMENT-II

SUMBITTED TO: SUBMITTED BY:

Shivkumar Belli Sir Ananta Chourey

R. Aishwarya
Shivani Singh
Trikarsh Mishra
 ACKNOWLEDGEMENTS

We would like to express our sincere gratitude to

Mr. Shivkumar Belli Sir for all the support and
guidance throughout the making of this
assignment.

We’d also like to thank our parents for all the

help. It would not have been possible without
them.
Last but not the least, we’d like to thank all our
friends for all the support and help provided by
them in making of the project.

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 SUBCULTURE: LGBTQ PRIDE
BRAND IN FOCUS: M.A.C
PRODUCT: COLOUR ROCKER LIPSHADES COLLECTION

Introduction:
What is Consumer Behavior?
Consumer Behavior is a branch which deals with the various stages a
consumer goes through before purchasing products or services for his
end use.

Psychological factors such as consumer motivation, perception and attitude are

believed to be the main decider of consumer purchasing decision. Those
psychological factors will process all the stimulators from the marketers then affect
the entire consumer decision-making process. Consumer motivation is here divided
into hierarchy of needs, rational motivation and emotional motivation. Consumer
perception is here divided into perceived image, perceived quality and perceived risk.

Brand Introduction:

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As a professional makeup brand, M.A.C has been setting trends backstage at fashion
weeks around the world. M·A·C means so many things to its millions of fans in every
corner of the planet and spearheads global beauty phenomenon.
MAC Cosmetics, a company founded by two gay men, started life in Toronto, Canada.
Makeup artist and photographer Frank Toskan and salon owner Frank Angelo
became frustrated by the lack of makeup that photographed well, so they decided to
create their own. At first, they made the cosmetics in their kitchen and sold them
straight from the salon to fellow makeup artists, as well as models and
photographers. Soon, stylists and fashion editors got in on the action. As the
magazine credits racked up and word-of-mouth popularity grew, the duo launched
M·A·C in March 1984 from a counter in a Toronto department store.
The company is headquartered in New York City and became part of the Estée
Lauder Companies in 1996. M·A·C is sold today in over 120 countries around the
world.
The company offered a wide range of products that blended street savvy with
glamorous style and panache. Rather than driving sales through traditional
promotional techniques, M·A·C relied on the integrity of its carefully formulated
product line.
In 1994, as HIV and AIDS continued to spread across the globe, M·A·C made
HIV/AIDS organizations the beneficiaries of the company’s charitable focus and the
M·A·C AIDS Fund was created. To date, the VIVA GLAM campaign has raised over
$450 million for the fight against HIV/AIDS, with spokespeople such as Lady Gaga,
Pamela Anderson and Nicki Minaj.

Brand Involvement with LGBTQ Community:

M·A·C celebrates diversity and individuality – they stand for All Ages, All Races, All
Genders. M·A·C has a wide range of lipstick shades to choose from compared to other
large cosmetic brands. Since 2016, M·A·C has offered unique colors such as forest
green and neon blue, making the Color Rocker Collection’s degree of selection and
quality unique within the cosmetics industry. Additionally, M·A·C was a sponsor for
the 2017 LGBTQ pride parades. In the year 2018, M·A·C upped its involvement in the
pride month celebrations by participating in more pride celebrations than ever before
with locations across North America including Los Angeles, San Francisco, Orlando,
D.C., Houston, Chicago, Columbus, Boston, Toronto, Montreal, Halifax and New
York.

Introduction to the Subculture:

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LGBTQ, as the biggest subculture in the world, takes each acronym of Lesbian (the
female homosexuals), gay (male homosexuals), bisexual, transgender and queer to
represent people in this community. The LGBTQ subculture is defined by sexual
identity. The LGBTQ culture, in general, encompasses sexuality and gender-based
identity. It emphasizes a diversity of sexuality and gender identity-based subcultures.

Demographics of the LGBTQ Community

Traditional estimates have suggested that the LGBTQ community makes up between
4% and 7% of the overall population. LGBTQ is well above 10% of the adult
population, higher in younger demographics. Younger generations are more fluid in
their sexual orientations and gender identities than ever before in history.

• It found that 8% of Boomers consider themselves LGBTQ.

• 13% of Gender’s,
• 20% of Millennial
• 31% of Centennials identify themselves with the LGBTQ community.

The lesbian, gay, bisexual, transgender (LGBT) community includes a diverse set of
groups, including distinct groups based on sexual orientation and/or gender identity.
LGBTQ people are also African-American, Hispanic, Asian-American, women and
people with disabilities. Mono-characteristic but diverse within its diversity, THE
LGBTQ community comprises of people of all ages, races and genders.

Psychographics of the LGBTQ Community

Fundamentally, LGBTQ is used as a general reference for non-heterosexual, or
better, a person who identifies with a non-heterosexual identity. There have been
references that add two "Q"'s for questioning and queer (which also has a fluid
construction), two "T"'s for transvestite and transsexual, and even "P" for
polyamorous (or polyamorous).
Each community, that is the lesbian community, gay community, and so on, has
struggled to develop their own identity even though they are collectively categorized.
Some subgroups don't feel comfortable aligning with other subgroups.

This was evident in the 1980s when gays and lesbians were not as accepting of
bisexuals and transgender. Gays and lesbians had their own stigmas attached to
bisexuals and transgenders which further marginalized bisexuals and transgenders
identities.

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Not all LGBTQ people identify with LGBTQ culture; this may be due to geographic
distance, unawareness of the subculture's existence, fear of social stigma or a
preference for remaining unidentified with sexuality- or gender-based subcultures or
communities.

Lifestyle of the LGBTQ Community

LGBTQ Community exists in many different shapes, colors, and sizes. Only a very
small percentage can be identified by stereotypic mannerisms and characteristics. In
fact, many heterosexuals portray a variety of the so called gay stereotypic
characteristics. Some members may tend to mimic or imitate specific behaviors in an
effort to "fit in.

Gender specific dress codes do exist and are maintained in certain circles in the
United States. This is usually reflected in certain classes and it is more of conformity
to certain social standards than it is an expression of one's sexuality.

The LGBTQ community is striving to be liberated from being in the "closet." Lesbians
want to feel free to wear suits and ties if they want to. It is not an expression of their
sexuality but an expression of the identity that they feel most comfortable with. The
LGBTQ community knows that it does not fall within certain social standards thus if
they conform to those.

However, the LGBTQ Community still faces problems surviving in this world. 42% of
people who are LGBT report living in an unwelcoming environment. 80% of gay and
lesbian youth report severe social isolation. 6 in 10 LGBT students report feeling
unsafe at school because of their sexual orientation. 90% of teens who are LGBT
come out to their close friends.

In 2013, 92% of adults who are LGBT said they believe society had become more
accepting of them than in the past 10 years. Young people who are LGBT and who are
“out” to their immediate family’s report feeling happier than those who aren’t. While
non-LGBT students struggle most with school classes, exams, and work, their LGBT
peers say the biggest problem they face is unaccepting families.

1.Print Media Poster

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 Advertisement Analysis

A spectrum of seven colors come together to create the visible white light. Similarly,
pride can encompass everybody under its umbrella despite their age, race, gender or
sexual orientation. Pride isn’t what you do rather who you are and how you embrace
life. Pride is the freedom to make choices without inhibitions.

This poster aims to convey that M.A.C Color Rocker Lipstick is one such product that
offers its ranges to people of all ages, all races, all genders and both, hetero or
homosexual. M.A.C seeks to unify white people, black people, male or female (as
shown in the poster) as one community and gives the message that anyone can use
makeup (here, M.A.C color rocker lipstick) despite their sexual orientation through
the hashtag #LIPSLOVECOLOUR

2. Digital Media Poster

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 Advertisement Analysis

In an attempt to claim its global presence, M.A.C sponsors pride parades at world’s
five famous historic monuments and heritage sites, namely,

• New York City, the USA

• The Roman Colosseum, Rome, Italy
• Eiffel Tower, Paris, France
• Gateway of India, Mumbai, India
• The pyramids of Egypt

The poster of monuments/Sites colored in rainbow colors with the effect of lipstick
stroke is an invitation to the consumers as well as the members of the LGBTQ and
nonLGBTQ community to be a part of a revolution. The venues for the parade are
congruent with the idea of making the pride parade a historic movement by hosting it
at symbolic and significant sites of cultural and historic importance, thereby turning
the world eye towards the launch of the Color Rocker lipstick and addressing the
social cause of the LGBTQ community.

Suggested Caption

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The suggested caption for the post on social media platforms such as Instagram,
Facebook or Twitter:
Come, join the colorful walk of pride and try on your favorite M.A.C Color Rocker
Lipstick alongside famous social media influencers and celebrities as M.A.C colors
take on the world.
And do not forget to tag us on your pouty selfies using #LIPSLOVECOLOUR

Significance of the Monuments & Sites

• NYC: The City has welcomed immigrants from all over the world seeking
freedom, escape from persecution, and a better life. LGBTQ people were among
those “outsiders.” Initially New York had laws prohibiting homosexuality and their
gathering at public places. The Stonewall riots started in 1969 were a tipping
point, inspiring the LGBTQ community to organize and fight for equality. In 2019
the stonewall riots completed 50 years of the world’s first protest by the
LGBTQ community.

• The Roman Colosseum: Though the country legalized gay sex all the way back
in 1887 it’s still a heavily Catholic country with conservative government leaders.
Minister for Families, Lorenzo Fontana said conservative Catholic Italy doesn’t
have gay families which led to an outrage. Few days later, pride parade was held
at the shadow of the Colosseum. This place was chosen as it is still a notable
showcase of public affection, hence, the community has often deliberately chosen
the colosseum as a venue for protest against stringent catholic beliefs.

• Eiffel Tower: From the exclusive lesbian clubs of the 1890s to the flourishing
drag balls during the Belle Époque, Paris has long been a center of LGBT cultural
life. Paris responded to the Orlando mass shooting with vigils by lighting the
Eiffel Tower with rainbow colors and the message “#lovewins.”

• Gate way of India: The first Queer Azaadi March was held on 16 August, a
day after
the Independence Day of India, with about 500 people participating in it. It was
flagged off at Gate Way of India. The theme of this march was freedom from
Section 377 of Indian Penal Code (IPC).

• Pyramids of Egypt: The painting Nyankh-Khnum and Khnum-hotep was

discovered at Saqqara, Egypt in 1964, during the excavation of the causeway for
the pyramid of King Unas. It is the best-known case of possible homosexuality in
ancient Egypt is that of the two high officials Nyankh-Khnum and Khnum-hotep.
Both men lived and served underpharaohNiuserreduring the5th Dynasty. Several

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 paintings depict both men embracing each other and touching their faces nose-
on-nose. In ancient Egypt the nose-on-nose touching normally represented a kiss.
Some scholars believe that the paintings reflect an example of
homosexuality between two married men and prove that the ancient Egyptians
accepted same-sex relationships. The pyramids of Giza amongst other pyramids
of Egypt have also held secrets of homosexuality in their paintings.

CONSUMER MOTIVATION

Consumer motivation is an internal state that drives people to identify and buy
products or services that fulfill conscious and unconscious needs or desires. The
fulfillment of those needs can then motivate them to make a repeat purchase or to
find different goods and services to better fulfill those needs.

What are Needs − every individual has needs that are required to be fulfilled.
Primary needs are food, clothing, shelter and secondary needs are society, culture
etc.
What are Wants − Needs are the necessities, but wants are something more in
addition to the needs. For example, food is a need and type of food is our want.
What are Goals − Goals are the objectives that have to be fulfilled. Goals are
generic and product specific in nature. Generic goals are general in nature, whereas
product specific goals are the desires of a specific nature.
Needs and fulfilment are the basis of motivation. Change takes place due to both
internal as well as external factors. Sometimes needs are satisfied and sometimes
they are not due to individual’s personal, social, cultural or financial needs.

Theories of Motivation
Maslow’s Theory of Need Hierarchy
Based on the notion of a universal hierarchy of human needs Dr Abraham Maslow, a
clinical psychologist formulated a widely accepted theory of human motivation. This
identifies five basic levels of human need which rank in order of importance from
lower level needs to higher level needs.
This theory signifies the importance of satisfying the lower level needs before higher
level needs arise. According to this theory, dissatisfaction motivates the consumer.
Following are the levels of human needs −

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 Physiological Needs − Food, clothing, air, and shelter are the first level
needs. They are known as the basic necessities or primary needs.
 Safety or Security Needs − Once the first level needs are satisfied,
consumers move to the next level. Physical safety, security, stability and
protection are the security needs.
 Social Needs − after the safety needs are satisfied, consumers expect
friendship, belonging, attachment. They need to maintain themselves in a society
and try to be accepted.
 Esteem Needs − Then comes esteem needs such as self-esteem, status,
prestige. Individuals here in this stage want to rise above the general level as
compared to others to achieve mental satisfaction.
 Self-Actualization − this is the highest stage of the hierarchy. People here,
try to excel in their field and improve their level of achievement. They are known
as self-actualizers.

Rational motivation:
The rational motivation is the result of abstract knowledge; the rational motivation
appears when the individual uses his knowledge and personal values to foresee the
possible consequences of action.Rational motivation leads us to act depending on the
action’s desirability, that is, depending on what I believe I should do.

Rational Purchases
Rational purchases are those purchases which are mainly based on objective
criteria:
 Profit
 Security
 Utility
 Caution
 Health

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For these, rational factors outweigh emotional ones. We buy health insurance
because we want to ensure getting the best possible treatment in the first place.
Our emotional mindset towards the provider is secondary.

These purchases follow the five stages of consumer behavior mentioned before
very strictly:
1. An urgent need is recognized (“My car is broken, I need a new one.”)
2. Extensive research (“Which companies/ brands offer the desired
product?”)
3. Evaluation of alternatives (“Which brand offers the most value? Which
model fits my needs? Which company has the lowest prices?”)
4. Purchase decision (“I will buy a Mercedes-Benz C-Class”)
5. Post-purchase evaluation (Dissonance: “This car does not fit my needs.”/
Delight: “This car offers the best value for money.”)
Rational purchases are accompanied by extensive research and comparisons of
different products and offers. Pages like Amazon or price-comparison portals
specialize in offering both an extensive range of products and detailed
information on the products.

In general, rational purchases are made for products which require in-depth
research, information and more extensive knowledge. Oftentimes, the products
require higher expenses and a deeper level of dedication.

Emotional Purchases

Neuroscientists emphasize that emotions play a central role in our decision-

making-progress: Neuroscientist Antonio Damacio conducted a study which
found that people who were unable to generate emotions due to medical
conditions had trouble making decisions.

Criteria which impact emotional purchase decisions are highly personal:

 Love/sentiment
 Envy
 Pride
 Entertainment
 Vanity
For emotional purchase decisions, it can be argued that the need does not
necessarily have to be present in the first place. It is rather created by external
sources, like influencers.

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Thus, these purchase decisions are strongly based on impulses as well as
recommendations. There is not a long-term need or an urgent circumstance
which leads to purchasing a product. The customer does not look for information
prior to the purchase and does not evaluate alternatives. The decision is purely
based on an emotional input.

CONSUMER PERCEPTION

What Is Consumer Perception?     

Consumer perception definition: “Marketing concept that encompasses a

consumer’s impression, awareness, or consciousness about a company or its
offerings.”

Consumer collects information about a product and interprets the information to

make a meaningful image about a particular product. This is called as consumer
perception. When a consumer sees advertisements, promotions, consumer reviews,
social media feedback, etc. relating to a product, they develop an impression about
the product
.
The entire process of consumer perception starts when a consumer sees or gets
information about a particular product. This process continues until the consumer
starts to build an opinion about the product.

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Everything that a company does affects consumer perception. The way the products
are positioned in a retail store, the colors, and shapes in your logo, the
advertisements that you create, the discounts that you offer, everything impacts the
consumer perception.

For example, Avon uses a pink color with white and black accents. This color
predominantly attracts women while men feel alienated by pink color. The consumer
perception is built based on the colors used in the logo.
But if a product is trying to attract both men and women, using just pink might not
be a good idea.

Why is Customer Perception Important?

A happy customer is one who is satisfied with the experience that he has with a
product or a service. The customer perception is built around the experience that a
customer has with a product. 
Consumer perception can make or break your brand. When customers had a pleasant
experience of getting their products delivered on time, they form a perception.
Getting the products that were as described in the product description also creates a
positive customer perception. When customers experienced a great after-sale service
it is going to develop a positive opinion about the brand.

But when customers had a bad experience such as broken products, no returns, no
after-sales service, etc. the customers build a negative perception about the brand.
When companies work towards strengthening the bond between customers and the
company, customer perception improves, and this gives way for a better competitive
edge.

Customer perception is also important to determine the kind of image a brand wants
to build.

For example, when a retail clothing store has displayed clothes in crowded racks
using low quality plastic hangers, customers get a perception that it is a low-quality
brand. But when the same clothes are presented well with back-lit mannequins,
neatly arranged, good quality attractive hangers, etc.  The customers build a different
perception about the brand.

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Customer perception or consumer perception plays a major role in buying behavior.
Hence companies are going the extra mile to create a pleasant and happy customer
experience for its customers. Companies are ready to spend money and effort to
influence customer perception and drive profitable consumer behavior.

Brand name and brand image has significant impact on consumer perception.

This refers to a collection of symbols, such as the name, logo, slogan and design,
intended to create an image in the customer’s mind that differentiates a product from
competitors’ products. Brand image is a set of beliefs that a consumer has regarding a
particular brand. 

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When marketers make decisions about products, the decisions must relate to the
product’s brand and image. MAC Cosmetics, for example, has a brand image of high-
end, colorful, chic, and professional and a price positioning on the more expensive
side.

Store layout / position of ad is another essential variable. MAC Cosmetics,

among many other beauty and make up stores, features black and white gleaming
interiors, neon light accents, a minimal aesthetic, employees dressed in all-black.
MAC’s creative team views black as an elegant, sophisticated color, reflecting luxury
and wealth, and it has become a key aspect of their brand identity, in line with its
packaging.

Physical attributes of product including quality, features and package

design. Packaging should include sales tasks, competitive advantages and product
safety, while its labelling must identify, describe and promote. MAC’s packaging
maintains a simple, monochrome, aesthetically pleasing style with all products black
in color, featuring the brand’s logo of “MAC” in white block writing.

Advertisements that hold your attention, go viral and are memorable. The big

challenge is breaking through the clutter and still accomplishing a relevant goal.
MAC has achieved this through its bold, colorful, eccentric images and advertising
both in store and on its social media platforms.

100% of the selling price of VIVA GLAM is donated to organizations that support the
health and rights of All Ages, All Races, All Genders and aim to end HIV and AIDS.
In the last 25 years, VIVA GLAM has raised over $500,000,000 globally. 
Semiotics is an important concept to consider when it comes to consumer
perception. It can be defined as the relationship between signs and symbols and the
meanings they convey. Consumers use products to express their social identities, as
these products have learned meanings which have been suggested through
marketing.

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Marketers aim to communicate with their consumers by creating relationships
between their products or services and the desired attributes. The meaning could be
literal, indexical, or conveyed by a symbol. Symbols help us make sense of the world
by providing us with an interpretation of stimulus that is often shared by others.

When a stimulus is highly ambiguous an individual will usually interpret them in a

way that will fulfil personal needs, wishes and interests. Whether or not the
symbolism is consistent with previous experience and individual motives impacts
upon the meaning assigned to the objects and how close interpretation is to reality.

CONSUMER ATTITUDE

What is Attitude?
According to Gordon Allpory, “an attitude is a mental and neural state of readiness,
organized through experience, exerting a directive or dynamic influence upon the
individual’s response to all objects and situations with which it is related.”

According to Sip.Robbins-
“Attitude is manner, disposition, feeling and position with regard to a person or thing,
tendency or orientation especially in the mind.”

Consumer attitude may be defined as a feeling of favorableness or unfavorableness

that an individual has towards an object. As we, all know that an individual with a
positive attitude is more likely to buy a product and this results in the possibility of
liking or disliking a product. Consumer attitude basically comprises of beliefs
towards, feelings towards and behavioral intentions towards some objects .

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Belief plays a vital role for consumers because, it can be either positive or negative
towards an object. For example, some may say tea is good and relieves tension,
others may say too much of tea is not good for health. Human beliefs are not
accurate and can change according to situations.
Consumers have certain specific feelings towards some products or brands.
Sometimes these feelings are based on certain beliefs and sometimes they are not.
For example, an individual feels uneasy when he thinks about cheese burst pizza,
because of the tremendous amount of cheese or fat it has.
Behavioral intentions show the plans of consumers with respect to the products.
This is sometimes a logical result of beliefs or feelings, but not always. For example,
an individual personally might not like a restaurant, but may visit it because it is the
hangout place for his friends.

Characteristic of Attitude
1. We tend to call personality, beliefs, values, behaviors, and motivation.

2. It can fall anywhere along a continuum from very favorable to Attitude are the
complex combination of things very unfavorable.

3. All people, irrespective of their status or intelligence, hold attitude.

4. An attitude exists in every person’s mind. it helps to define our identity, guide our
actions, and influence how we judge people.

5. Although the feeling and belief components of attitude are internal to person, we
can view a person ‘attitude from his or her resulting behavior.

6. Attitude helps us define how we see situation, as well as define how we behave
toward the situation or object.

Functions of Attitudes
The following are the functions of attitudes
 Adjustment Function − Attitudes helps people to adjust to different
situations and circumstances.
 Ego Defensive Function − Attitudes are formed to protect the ego. We all
are bothered about our self-esteem and image so the product boosting our
ego is the target of such a kind of attitude.

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  Value Expression Function − Attitudes usually represent the values the
individual possesses. We gain values, though our upbringing and training.
Our value system encourages or discourages us to buy certain products. For
example, our value system allows or disallows us to purchase products such
as cigarettes, alcohol, drugs, etc.
 Knowledge Function − Individuals’ continuously seeks knowledge and
information. When an individual gets information about a particular product,
he creates and modifies his attitude towards that product.

Structural Models of Attitude

Tri-component attitude model:
According to the tri-component attitude model, attitudes consist of three major
components: a cognitive component, an affective component, and a conative
component.

 Cognitive Component − The first component is cognitive component. It

consists of an individual’s knowledge or perception towards few products or
services through personal experience or related information from various
sources. This knowledge, usually results in beliefs, which a consumer has,
and specific behavior.
 Affective Component − The second part is the affective component. This
consists of a person’s feelings, sentiments, and emotions for a particular
brand or product. They treat them as the primary criteria for the purpose of
evaluation. The state of mind also plays a major role, like the sadness,
happiness, anger, or stress, which also affects the attitude of a consumer.

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  Conative Component − The last component is conative component, which
consists of a person’s intention or likelihood towards a particular product. It
usually means the actual behavior of the person or his intention.

Multi attribute attitude models

Multi attribute attitude models portray consumer’s attitudes with regard to an
attitude object (e.g. A product, a service, a direct-mail catalogue, or a cause or an
issue) as a function of consumer’s perception and assessment of the key attributes
or beliefs held with regard to the particular object.

The attitude-toward object model:

The attitude toward object model is especially suitable for measuring attitudes
toward a product (or service) category or specific brands. According to this model,
the consumer’s attitude toward a product or specific brands of a product is a function
of the presence and evaluation of certain product specific attributes. For e.g. A Scale
used to measure Attitude toward Brand Kellogg’s on a scale of 1-4 (1-
DefinitelyDisagree, 4– Definitely Agree)

Kellogg’s- I Like it - - - -

Kellogg’s –It is fun - - - -

Kellogg’s –I like it very much - - - -

Kellogg’s –It is useful - - - -

The attitude-toward-behavior model:

It is designed to capture the individual’s attitude toward be having or acting with
respect to an object rather than the attitude toward object itself. It seems to
correspond somewhat more closely to actual behavior than does the attitude-
toward–object model. For instance, knowing Sam’s attitude about the act of
purchasing a Rolex wrist watch (i.e. his attitude toward the behavior) reveals more
about the potential act of purchasing than does simply knowing his attitude toward
Rolex watches (i.e. the attitude toward the object).

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Theory of Reasoned Action Model:
The theory of reasoned action model represents a comprehensive integration of
attitude components into a structure that is designed to lead to both better
explanation and better predictions of behavior. The theory of reasoned action model
incorporates a cognitive component, an affective component and a conative
component; however, these are arranged in a pattern different from that of the tri-
component model.

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Strategies of changing attitude
Attitudes are influenced by personal experience and other source of information, and
personality. Altering consumer attitude is a key strategy for the marketers.
Marketers has to create positive attitude in consumer mind in order to attract them
in comparison with the competitors’ products. The below are the attitude change
strategies:

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1) Changing the consumer’s basic motivational function: the consumer
attitudes towards a product or brand can be changed by making a particular need
important. The approach which is used to change the motivation is functional
approach.

2) Associating the product with an admired group or event: Attitudes are

related, at least in part, to certain groups, social events or causes. It is possible to
alter attitudes toward companies and their products, services and brands by pointing
out their relationships to particular social groups, events, or causes.

Companies regularly include mention in their advertising of the civic and public acts
that they sponsor to let the public know about the good and that they are trying to do.
For example, Crest Sponsors a program that promotes good oral care to children
through the Boys and Girls Clubs of America.

3) Resolving two conflicting attitudes: Attitude change strategies can

sometimes resolve actual or potential conflict between two attitudes. Specifically, if
consumers can be made to see that their negative attitude toward a product, a
specific product, a specific brand or its attributes is really not in conflict with another
attitude, they may be induced to change their evaluation of the brand.

4) Altering components of the multi attributes model: Multi attitude models

have implications for attitude change strategies; specifically, they provide us with
additional insights as to how to bring about attitude change:

 Changing the relative evaluation of attributes

 Changing brand beliefs
 Adding an Attitude

5) Changing the overall brand rating.

REFERENCES
• https://www.forbes.com
• https://brainmass.com
• https://www.brightplanning.com

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• https://www.conecomm.com
• https://www.maccosmetics.com
• https://alyssamccorquodale.wordpress.com/2019/04/02/perception-mac-
cosmetics/

NATIONAL INSTITUTE OF FASHION TECHNOLOGY 24