2. The department of transportation of a large city is
planning an advertising campaign that encourages
people to switch from private cars to mass transit.
Give examples of how the department can use the
following strategies to change consumer's
attitudes:
a) Changing the basic motivational function
b) Changing beliefs about public transportation
c) Changing self-perception theory
d) Using cognitive dissonance
3. Overall evaluations that express how much we
like or dislike an object or an action.
Attitude are learned and they tend to persist
over time.
Similarly, just as we have schemas for
brands, products, ads, people, activities, and
countries also toward brands, product
categories, countries etc.
4. An affective strategy for changing consumer
attitudes toward a product or brand is to make
new needs prominent.
Classified in terms of four functions:-
i) Utilitarian function
ii) Ego-defensive function
iii) value-expressive function
iv) Knowledge function
5. Involves changing consumer beliefs about
attribute of competitive brands.
One tool is by using comparative advertising.
6. Individuals’ interference or judgment as to the
causes of their own behavior.
In term of consumer behavior
“suggest that attitudes developed as consumer
look at and make judgment about their own behavior “
Examples
7. Discomfort or dissonance occur when a
consumer hold conflicting thought about belief
or an attitude object.
Example
