TOPIC 7 PART B

Consumer Attitude
Formation and Change
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7.4 Assuming that your group
did experience cognitive
dissonance after buying an
iMac laptop.
Cognitive dissonance
• when a consumer holds conflicting thoughts about a belief or
an attitude object.

Post-purchase dissonance
• cognitive dissonance occurs after a purchase because
consumers think of the unique, positive qualities of the
alternatives not selected.
7.4.1 Identify four reasons
that might cause your group
to experience cognitive
dissonance.
 (Apple,2019)
4 reasons cognitive dissonance might be occurred

You can get multiple PCs for the price of

one Mac
- The cheapest is RM5,499
- You could purchase others’ brand for two
laptops.
Lots of PC software isn’t available for the Mac
- It’s easy to find out which software you’ll need to replace.
- But, it takes time and money.

(Bolluyt,2017)
 4 reasons cognitive dissonance might be occurred

Apple makes it difficult to upgrade a Mac

- Apple is known for welding components.
- Hard to upgrade.

Macs aren’t ideal for gamers

- Apple’s computers is not really good at graphics capabilities.
- Mac laptops lack the kind of cooling system.

(Bolluyt,2017)
7.4.2 Explain four methods
how your group can resolve
cognitive dissonance.
 Example: Buying a iPhone 11 Pro…

1. Rationalize their decisions

• Expensive​
• ​Suitable for professionals
• Rarely to use the professional Apps

2. Seek advertisements that support their choices

• ​More functional and effective​
• ​Use for a long period
 Example: Buying a iPhone 11 Pro…

3. Try to “sell” friends on the positive

features of the purchase
• ​Recommend to friends​
• Convince them

4. Seek reassurance from satisfied owners

• ​Ask positive product reviews from other
users
• Customers review, YouTube videos
7.4.3 Explain four methods
how the laptop distributor
can help to reduce your
group’s cognitive dissonance.
 Laptop Distributor
WARRANTY
One year warranty but can but
add on some money to 1 2
purchase AppleCare+, which can
extend to 3 years.
(Cross, J., 2019)
PHONE TECH SUPPORT
4 3
Provides correct answers in a
timely manner.
(Casey, H. T., 2019)
PACKAGING
Every part of the packaging is
designed to be clean, simple and
direct.
(Personalics, 2016)
UNIQUE VALUE PROPOSITION
Apple focuses on providing a great
user experience with cool features
and extensive applications that put
it in a product class by itself.
(Kulkarni, C., 2016)
7.4.4 Explain two methods
how other people might help
to reduce your group’s
cognitive dissonance.
 Two methods:
Attitudinal & Behavioral

Attitudinal Behavioral

Classmates show positive attitudes: Classmates also bought this laptop:

 They like iMac very much  “everyone likes to use this laptop,
 They think it is portable it must be good.”, or
 They think it runs fast and can  “everyone is using it, so we are
meet our requirements not alone.”
7.5.1 Find and explain one
advertisement that illustrate
each of the four motivational
functions of attitudes.
7.5.2 Describe how each ad
in 7.5.1 either reinforces an
existing attitude or is aimed
at changing an attitude.
Functional Approaches
Definition Classification
1
1
• Changed by making particular • Utilitarian Function
need important
2
2
• Used to change the motivation • Ego-defensive function

3
3 • Value expressive function

4
4 • Knowledge Function
(Suraj Francis Noronha, 2019)
 Functional Approaches - Utilitarian Function

Definition
• Value brand because of utility function
• Having experience of using a product in
past, tend to have opinion about it
(Suraj Francis Noronha, 2019)

Example: Shieldtox “ Liquid Feet”

• Kill mosquito at least 60 night

Reinforce or Change ?
• Reinforce an existing attitude
 Functional Approaches - Ego-defensive function

Definition
• Protect their self images
• Feel secure and safe about the product
(Suraj Francis Noronha, 2019)

Example: Anlene
• Feel secure to protect bones
• Confident when dance

Reinforce or Change ?
• Changes attitude by offering reassurance
 Functional Approaches - Value expressive function

Definition
• Expression or reflection of the consumer’s
general values, lifestyles, and outlook
(Suraj Francis Noronha, 2019)

Example: Rolex
• Increase own value
• Bring out own characteristic

Reinforce or Change ?
• Reinforce an existing attitude
 Functional Approaches - Knowledge Function

Definition Example: Satisfried from Burger King

• Urge of knowing more about the products • 40% less fat
• 30% less Calories
• “Need to know” (Suraj Francis Noronha, 2019) • Big Taste

Reinforce or Change ?
• Change the attitude
to French fried is
more healthier now
7.6.1 Find and describe in
detail a real marketing
campaign using foot-in-the-
door technique.
 Foot-in-the-door Technique

Strategy used to persuade

1
people to agree to a particular
action
If a respondent will comply with a
2
small initial request then they will be
Foot-in-the- more likely to agree to a later, more
door significant, request

3 They would not have agreed to

had they been asked it outright
Foot-in-the-door Technique
7.6.2 Find and describe in
detail a real marketing
campaign using door-in-the-
face technique.
 Door-in-the-face Technique
A type of sequential request Used to increase compliance rates of
1 2
strategy a particular request

Door-in-the-
face First request: Unrealistic demand,
which a reasonable person would be
4
likely to refuse
Second request: Appears the
respondent to be reasonable in
comparison to the first demand

Involve asking a more 3

demanding question, followed
by the actual request
Door-in-the-face Technique
THANK
YOU
 References
Apple. (2019). Calling all pros. Retrieved December 10, 2019 from https://www.apple.com/my/mac/
Bolluyt,J. ( January 15, 2017). Computer Shopping? 10 Reasons Not to Buy a Mac. Retrieved December 10, 2019 from
https://www.cheatsheet.com/gear-style/computer-shopping-reasons-not-buy-mac.html/
Casey, H. T. (August 14, 2019). Is Apple Customer Service Good? 2019 Rating. Retrieved December 9, 2019, from
https://www.laptopmag.com/articles/apple-tech-support

Cross, J. (October 8, 2019). AppleCare+: Everything you need to know about Apple’s extended warranty program. Retrieved
December 9, 2019, from https://www.macworld.com/article/3227045/applecare-warranty-faq.html

Kulkarni, C. (September 8, 2016). 10 Things You Need to Learn From Apple's Marketing. Retrieved December 9, 2019, from
https://www.entrepreneur.com/article/280692
Personalics. (February 3, 2016). How packaging gives Apple’s buyers a sensory experience that reinforces brand. Retrieved
December 9, 2019, from https://www.personalics.com/2016/02/03/sensory-design-packaging/