Attitude Change

Attitude Change

1. Attitude Change

2. Attitude change Attitudes are associated  beliefs and   behaviours  towards some object . They are not stable and because of the communication, behaviour of other people , by  social influences, as well as by the individual's  motivation can make attitude changes. Attitude can be changed if we differentiate negative attitude from a positive attitude. A positive attitude can bring positive change in life, It is difficult to change attitudes but with some effort, it can be done.

3. Strategies of Attitude Change

4. A key strategy for marketers is to alter a consumers attitudes . We have all formed particular attitudes towards brands or products over the years in many different ways.  For a market leader the goal is to reinforce existing positive attitudes. For challengers, the goal is to change the attitudes of the market leaders, customers and win them over .

5. There are five attitude changes outlined by Shiffman   Changing the Basic Motivational function Associating the product with an Admired Group Resolving two Conflicting Attitudes Altering Components of the Multi-Attribute Model Changing Believes about Competitor Brands

6. Changing the Basic Motivational function An effective strategy for changing consumer Attitudes toward a product or brand is to make particular needs prominent. One method for changing motivation is known as the functional approach. According to this approach,  Attitudes can be classified in terms of four  functions. The utilitarian function , The ego-defensive function, The value-expressive  function The knowledge function.

7. Utilitarian Function Consumer value a particular brand because of its utility function. When a consumer is having an experience of using a product in past, he will tend to have positive opinion about it . Therefore the marketer can change the attitude of consumer by focusing on the utilitarian function which the consumers are not aware of . Eg : Hit which can be used to kill mosquito and cockroach.

8. The ego-defensive Function:   It is natural that most of the consumer wants to protect their self images and they want to feel secure and safe about the product which they are going to buy. Many advertisements helps the consumer to feel secure and confident by which the marketer tries to changes the attitude by offering reassurance to the consumers self concept.

9. The value expressive function  Attitudes are reflection of the consumer’s general values, lifestyles, and outlook. If a consumer segment generally holds a positive attitude towards owning the latest designer jeans, then their attitudes toward new brands of designer jeans are likely to reflect that orientation. Thus by knowing target consumers attitudes, marketers can better anticipate their values, lifestyles or outlook and can reflect these characteristics in their advertising and direct marketing efforts.

10.   The Knowledge Function  Customers always have the urge of knowing more about the products. This “need to know” is considered to be important while positioning the product . M any products and brands positioning are attempt to satisfy the need to know and to improve consumer’s attitude toward the brand by emphasizing its advantages over competitive brands.

11. Associating the product with an Admired Group  Attitudes are related 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 or events Companies regularly 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 . Eg : Crest, Sponsors a program that promotes good oral care to children through the Boys and Girls Clubs of America.

12.   Attitude change strategies can sometimes resolve actual or potential conflict between two attitudes. If consumers can be made to see that their negative attitude toward a product is not in conflict with another attitude, they may be induced to change their evaluation of the product. For example, a laundry powder that cares about both effectiveness and environmental sustainability. Resolving two Conflicting Attitudes

13. Altering Components of the Multi-Attribute Model This can involve changing the relative evaluation of a products attributes, changing brand beliefs and changing the overall brand rating or adding an attribute. For example, adding berries in a cereal.

14. Changing Believes about Competitor Brands This can be achieved by the use of comparative advertising, which can change a consumers’ beliefs and attitudes about a competing brand.

15. Reference consumerbehaviour4vtu.blogspot.com/2008/09/strategies of attitude-change wordpress.com/2015/05/24/strategies-of-attitude-change

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