Changing the Motivational Functions of Attitudes

Changing the basic motivational function means to change the basic need that a consumer is
trying to fulfill Sometimes marketers must try to change negative consumer attitudes about their
products, companies, or marketing practices. Frequently, the negative attitudes are not the result
of bad products or promotion, but stem from uncontrollable circumstances These attitude can be
drived from surrounding word of mouth or any source of information positive or negative about
the product

Functional approach

The reasons (or motivations) behind people’s attitudes are known as “functions.” Changing
attitudes by appealing to consumers’ motivations is known as the functional approach. 11
Accordingly, attitudes are classified into four functions:

 The utilitarian function

 Ego-defensive function
 Value-expressive function
 The Knowledge function

 The utilitarian function

The utilitarian function function is how the product is useful to us. A marketer might want to
create a more positive attitude toward a brand by showing all it can do function would satisfy the
consumer’s “need to know” and help them understand more about the world around them.

 Ego-defensive function

Ego-defensive function function would show how the product would make them feel more
secure and confident The ego-defensive function maintains that people form attitudes in order to
protect themselves from sensing doubt and to replace uncertainty with feelings of security and
confidence

 Value-expressive function

Value-expressive function value-expressive function would more positively reflect the

consumer’s values, lifestyle, and outlook The value-expressive function maintains that attitudes
reflect consumers’ values and beliefs, and that marketers can create ads that either support or
refute these notions

 knowledge function

knowledge function function would satisfy the consumer’s “need to know” and help them
understand more about the world around them The knowledge function holds that people form
attitudes because they have a strong need to understand the characters of the people, events, and
objects they encounter. Therefore, many firms use ads centered upon the consumer’s “need to
know.”

The Elaboration Likelihood Model

A theory that suggests that a person’s level of involvement during message processing is a
critical factor in determining which route to persuasion is likely to be effective Consumer
attitudes are changed by two distinctively different routes.

Central route

The peripheral Route

 Central route

Central route happens when consumer is motivated to assess the object. He will actively seek and
analyze information leading to attitude learning and change.
  The peripheral Route

The peripheral Route is when consumer’s motivation or assessment skills are low. Consumer
learning and attitude change occur without consumer actively searching for information relevant
to the object Attitude change often is due to secondary inducements – discounts, samples, great
packaging, ambience, celebrity endorsements etc

Cognitive Dissonance and Resolving Conflicting Attitudes

In the realm of consumer attitudes, cognitive dissonance can arise when individuals experience a
conflict between their beliefs, values, or attitudes and their purchasing behavior or consumption
choices. Resolving this dissonance is crucial for maintaining a positive self-image and reducing
feelings of discomfort When cognitive dissonance occurs after a purchase, it is called post-
purchase dissonance. Because expensive and important purchases require compromise and
choice among similar alternatives (e.g., similar homes in the same community), post-purchase
dissonance in such instances commonly occurs, and leaves consumers with an uneasy feeling
about their behavior (the purchase decision). Thus, marketers must ensure that these consumers
resolve conflicting cognitions by changing their attitudes to conform to their behaviors
Consumers can reduce their post-purchase dissonance in several ways:

1. Rationalize their decisions.

2. Seek advertisements that support their choices (while avoiding dissonance-creating

competitive ads).

3. Try to “sell” friends on the positive features of the purchase made (i.e., “the consumer as a
sales agent”). 4. Look to satisfied owners for reassurance (e.g., meet homeowners in the
community where the newly purchased house is located).
  Resolving Conflicting Attitudes

Often, conflicting attitudes arise due to a lack of information or understanding about a product or
service. By educating consumers about the features, benefits, and value proposition of a product,
you can help align their attitudes with their purchasing decisions. This can be done through
informative content on your website, social media channels, or in-store displays. Emphasize the
ways in which your product or service aligns with consumers' existing attitudes and values. For
example, if environmental sustainability is important to your target market, highlight the eco-
friendly features of your product or your company's commitment to sustainability initiatives. By
emphasizing consistency, you can reduce cognitive dissonance and reinforce positive attitudes
towards your brand.

Assigning Causality and Attribution Theory

Causality and attribution theory play a significant role in understanding consumer attitudes and
behavior. Attribution theory focuses on how individuals interpret and explain the causes of
events or outcomes, including their own behaviors and the behaviors of others. When applied to
consumer attitudes, attribution theory helps explain how consumers attribute the causes of their
experiences with products or brands, which in turn influences their attitudes and purchasing
decisions. Consumers may attribute the success or failure of a product or brand to internal or
external factors. Internal attributions assign causality to factors within the individual's control,
such as their own actions, abilities, or characteristics. For example, if a consumer has a positive
experience with a product, they may attribute it to the product's quality or features. External
attributions, on the other hand, attribute causality to factors outside the individual's control, such
as luck, chance, or situational factors. For instance, if a consumer has a negative experience with
a product, they may attribute it to external factors like poor advertising or a defective product.
  Self perception theory

Self-perception theory is a psychological concept that suggests individuals develop attitudes or

beliefs about themselves by observing their own behavior and the context in which it occurs.
This theory proposes that people infer their own attitudes, emotions, and internal states by
observing their own actions and the circumstances surrounding those actions. In the context of
consumer behavior, self-perception theory can help explain how individuals form attitudes
towards products, brands, or consumption behaviors based on their own actions and experiences.

 The foot-in-the-door technique

The foot-in-the-door technique consists of getting people to agree to large requests after
convincing them to agree to a small and modest request first. The rationale behind this method is
that agreeing to a small request creates a bond between the requester and the requestee. After
fulfilling a modest request, the rquestee is likely to fulfill a larger request because of several
reasons. First, the requestee does not want to disappoint the requestor, with whom he feels he has
bonded. Secondly, the requestee actually becomes interested in the objective of the reques

 Attributions Toward Others

Attribution theory, when applied to consumer behavior, involves how individuals attribute the
causes of others' actions or behaviors. These attributions influence how consumers perceive and
interact with products, brands, and other consumers.

 Attributions Toward objects

Consumers often attribute the performance or quality of a product to specific factors, whether
internal or external. For example, if a smartphone consistently malfunctions, consumers may
attribute the issue to internal factors such as the manufacturer's quality control or design flaws.
Conversely, if a product performs well, consumers may attribute its success to internal factors
such as superior engineering or innovation.

 Analyzing Self-Attributions

After people have made attributions about a product’s performance or a person’s words or
actions, they often attempt to figure out whether the inferences they have made were correct
Analyzing self-attributions involves understanding how individuals interpret and explain their
own behaviors, actions, and outcomes. Attribution theory suggests that people tend to attribute
the causes of their own behavior to internal or external factors, stable or unstable causes, and
controllable or uncontrollable factors.