Attitude Change Strategies

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Attitude Change Strategies

  1. 1. communication skills
  2. 2. ATTITUDE CHANGE STRATEGIES
  3. 3. AIM: Is to affect alteration of consumer attitude &Reinforcing the existing positive attitudes about their brands .
  4. 4. 1. STRATEGY: Easier to change brand belief than desired benefits. <ul><li>Manufacturer of OTC product </li></ul><ul><li>produces a brand that consumers </li></ul><ul><li>regard as stronger. </li></ul><ul><li>Generally put more </li></ul><ul><li>value benefit of mild </li></ul><ul><li>and safe </li></ul><ul><li>recommended by </li></ul><ul><li>doctor or clinically </li></ul><ul><li>tested. </li></ul>
  5. 5. Marketer Alternative Approach <ul><li>The marketer approach could be to put less emphasis on product strength in its advertising, continue putting emphasis on fast relief from painful symptom and highlight DAI or FDA approval </li></ul>
  6. 6. Easier to change attitude for high-involvement products <ul><li>Consumer are committed to the brand </li></ul><ul><li>Changing consumer belief easier than changing their brand attitude. </li></ul>
  7. 7. Easier to change attitude for low-involvement products <ul><li>Consumer are not committed to the brand </li></ul><ul><li>Consumer are little self-identified with the product, little emotional attachment and snob appeal. </li></ul><ul><li>Consumer are more likely to accept a message even if it does not conform to prior belief. </li></ul>
  8. 8. Change Weak Attitude Than The Strong Ones.
  9. 9. Fishbein’s Multi-attribute Models & Attitude Change
  10. 10. Changing Values placed on Product Attributes Marketers often try to convince Consumers about the superiority or importance of those attributes on which their brands are relatively strong.
  11. 11. The strategy of changing beliefs focuses on Shifting beliefs about the performance of brand on one or more attributes. Changing Consumers’ Beliefs Alternatively, marketers attempt to shift the importance consumers place on certain Attributes to those attributes on which their brand is stronger
  12. 12. Changing Brand Evaluations This strategy focuses on influencing Consumers’ overall brand attitudes without any reference to specific Attributes.
  13. 13. Changing behaviour According to D S Kempf, behaviour can lead directly to affect , to cognitions, or to both at the same time.
  14. 14. Katz Functional Theory And Attitude Change
  15. 15. Katz Functional Theory And Attitude Change <ul><li>Changing Attitude Through Utilitarian Function </li></ul><ul><li>Changing Attitude Through The Value-Expressive Function </li></ul><ul><li>Changing Attitude Through Ego-Defensive Function </li></ul><ul><li>Changing Attitude Through Knowledge Function </li></ul>
  16. 16. This approach of changing attitude is based on cognitive needs of consumer. Changing Attitude Through Knowledge Function
  17. 19. It is difficult to change value expressive function because these relate to personal values and are very important to people Changing Attitude Through The Value-Expressive Function
  18. 20. Counter Argument Support Argument Source Bolsters Source Derogations
  19. 21. <ul><li>The marketer must discourage the development of counter arguments & encourage support arguments. </li></ul>
  20. 22. UNDER LOW INVOLVEMENT CONDITIONS, MARKETERS MAY ATTEMPT TO DISCOURAGE SOURCE DEROGATORS AND INCREASE SOURCE BOLSTERS.
  21. 23. POST PURCHASE ATTITUDE CHANGE <ul><li>Cognitive dissonance theory </li></ul><ul><li>Attribution theory </li></ul>MARKETERS
  22. 24. COGNITIVE DISSONANCE THEORY (LEON FESTINGER) The probability that consumers will experience dissonance and the intensity of this dissonance depends on…
  23. 25. “ The degree of commitment.”
  24. 26. The importance of decision. If the purchase decision is more important, it is more likely that the consumer will experience dissonance e.g. Television
  25. 27. The difficulty of choosing among alternatives. If it is difficult to choose among alternatives, it is most likely that the consumer will experience dissonance e.g. Washing machine
  26. 28. The individual’s personal characteristics.
  27. 29. FIVE STRATEGIES TO REDUCE DISSONANCE : Kenneth B Runyon Marketers can relieve consumer dissonance by adopting several strategies
  28. 30. ATTRIBUTION THEORY : D. J. BEM <ul><li>Consumers seek to determine causes for events, often after the fact. </li></ul><ul><li>The theory suggests that consumer attitude formation and change is the result of consumer’s looking at their own behavior and making judgments about it. </li></ul>
  29. 31. Attribution Theory <ul><li>If a girl uses fair & lovely regularly, </li></ul><ul><li>she feels she will get fairer as days go </li></ul><ul><li>by. (Positive attitude for the brand) </li></ul><ul><li>If she wins a contest she takes all the credit herself for any success( internal attribution) </li></ul><ul><li>And will attribute </li></ul><ul><li>failure to </li></ul><ul><li>others or external </li></ul><ul><li>causes. </li></ul><ul><li>( external attribution) </li></ul>
  30. 32. Marketers should give positive reasons for their purchases after the act. <ul><li>Offer high quality product and allow consumer themselves to perceive as the reason for choosing the right brand. </li></ul>
  31. 33. Summary Summary <ul><li>Attitude change strategies can focus on any of the attitude components thinking, feeling, behavioural, or some combination of these components. </li></ul><ul><li>It is easier to change brand belief than brand feeling. </li></ul><ul><li>It is easier to change attitude about low involving product than high involving category product . </li></ul><ul><li>Marketer can influence weak attitudes comparatively easily than strongly held attitude and finally it is easier to change attitude of consumer who are not really sure about their calculation of a brand. </li></ul>

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