This document outlines strategies for changing consumer attitudes. It defines attitudes and discusses their components and formation. Four main strategies for attitude change are described: 1) Changing beliefs about competitor brands, 2) Associating products with admired groups/causes, 3) Altering components of multi-attribute models like attributes or brand ratings, and 4) Changing basic motivation functions like the utilitarian, ego-defensive, value-expressive, or knowledge functions. The document also addresses resolving conflicts between positive and negative attitudes.

1. Strategies for
Consumer
Attitude
Change

2. Agenda
Introduction
Attitude Formation
Strategies of Attitude Change
Conclusion

3. What Are Attitudes?

4. Definition of
Attitude
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable
manner with
respect to a given
object.

5. Characteristics of Attitudes
 The attitude “object”
 Attitudes are a learned
predisposition
 Attitudes have consistency
 Attitudes occur within a situation

6. Components of an Attitude
Cognitive
Affective
Behavioural

7. Attitude Components and Manifestations

8. Attitude-Component Consistency

9. Strategy I - Changing Belief about
Competitor Brands

10. Audi 2012 TV Spot , “The Carrier” Changing Belief about Competitor Brands

11. Nissan 2012 TV Spot , “Toyota Vs
Hyundai”
Changing Belief about Competitor Brands

12. Strategy II –
Associating the Product with an Admired
Group ,Cause or Event

20. Strategy III –
Altering Components of Multiattribute Model

21. Copyright 2007 by Prentice Hall
Multiattribute
Attitude
Models
Attitude models that
examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.

22. 1. Changing the Relative evaluation
attributes
2. Changing Brand Belief
3. Adding an Attribute
4. Change overall brand rating

24. Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John
Lennon & Yoko Ono, Buckminster Fuller, Thomas Edison, Muhammad Ali,
Ted Turner, Maria Callas, Mahatma Gandhi, Amelia Earhart & Bernt Balchen,
Alfred Hitchcock, Martha Graham, Jim Henson, Frank Lloyd Wright, Pablo
Picasso. The commercial ends with an image of a young girl opening
her closed eyes, as if to see the possibilities before her.
Apple (1997) “Think Different “
- Ad narrated by Steve Jobs

25. “It fits a bit better than your Ordinary Shoe”

26. Reebok (1989) TV Spot“Pump Bungee” Altering Multiattribute Model Components
+Changing Belief about Competitor Brands

27. Turning a Product weakness into a Strength

28. “It takes 119.5 seconds to pour the
PERFECT pint…”

29. Guniness (1998) TV Spot “Swim Black” Altering Multiattribute Model Components

30. Strategy IV –
Changing Basic Motivation Function
The
Utilitarian
Function
The Ego
Defensive
Function
The Value
Expressive
Function
The
Knowledge
Function

31. THE UTILITARIAN FUNCTION
1. People hold attitude because of brands utility
2. Attitude towards brands or products are favorable when they
are useful in the past
3. The application of the brand or product have to be conveyed
frequently to the consumers
4. Not only primary benefits all the other benefits and features
needs to be clearly communicated
5. This will create new attitudes and beliefs among the
consumers

32. The Utilitarian Function

33. THE EGO DEFENSIVE FUNCTION
1. People desire to protect their self image from all the doubts
that come to their mind
2. Always try to build up their inner sense of self security and
inner confidence
3. Advertisements to assure people of their lost self ego or self
image

34. The Ego-Defensive Function

35. VALUE EXPRESSIVE FUNCTION
1. Consumers general values, lifestyles and point of view are
mostly the attitudes they hold
2. Concentrating on target consumers lifestyle and belief will be
useful as they reflect their attitudes towards certain brands
and products
3. if the consumers hold a positive attitudes or negative
attitudes toward the values or beliefs, that will be depicted by
the products and brands they buy

36. The Value Expressive Function

37. THE KNOWLEDGE FUNCTION
1. The consumers always have a strong “need to know” about the
particular brand and product
2. Marketers should make the consumers aware of all the important
advantages of particular brands and products over their
competitive brands
3. Consumers should be educated on all the details of the products
and brands so they will secure to buy that particular brand or
product
4. A strong convincing to the consumers on the benefits will be
useful for most of the brands

38. The Knowledge Function

39. Resolving Two Conflicting Attitudes
1. CONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES
(NEGATIVE AND POSITIVE)
2. THE ATTITUDE CHANGE STRATEGIES CAN CHANGE THESE CONFLICTS
3. IF CONSUMER HAVE NEGATIVE ATTITUDE TOWARD A PARTICULAR BRAND OR PRODUCT
AND THAT CONFLICT WITH ANOTHER POSITIVE ATTITUDE THEY HAVE, THIS MAY CONFUSE
THE CONSUMER
4. THIS STRATEGY CHANGES THE MIND OF THE CONSUMER TO MOVE FROM THE NEGATIVE
ATTITUDE TO POSITIVE ATTITUDE OF THE PRODUCT OR THE BRAND

40. Strategy IV –
Resolving Two Conflicting Attitudes
CONSUMER IS CONFUSED BETWEEN TWO CONFLICTING ATTITUDES
(NEGATIVE AND POSITIVE)
EX:

41. CONCLUSION
Attitudes are learned.
Attitudes can be changed , influenced by
different strategies.