Strategies of Attitude Change

STRATEGIES OF ATTITUDE CHANGE
1.Attitude changes are learned; they are influenced by personal experience and other
sources of information, and personality affects both the receptivity and the speed
with which attitudes are likely to be altered.
2. Altering attitudes is a key strategy for marketers, especially when taking aim at
market leaders.
3.Marketers have several attitude-change strategies from which to choose:
a) Changing the consumer’s basic motivational function
b) Associating the product with an admired group or event
c) Resolving two conflicting attitudes
d) Altering components of the multi-attribute model
e) Changing consumater beliefs about competitors’brands
A)Changing the Basic attitudes’ Motivational Function :

Functional approach:
“An approach to changing attitudes by appealing to the reasons (or motivations)
behind peoples attitudes.These reasons are called”functions”.
Accordingly ,attitudes are classified into four functuntions:
1. Utilitarian function:(attitude object serves some utility)

Consumer value a particular brand because of its valuable function. When a
consumer is having an experience of using a product in past, he will tend to have
positive opinion about it.
So marketer can change the attitude of consumer by focusing on the useful function
which the consumers are not aware of.
For Example:
Example 1: Hit which can be used to kill mosquito and cockroach.
Example 2:I like Imran khan since I believe he will reduce taxes.
2.Ego-defensive function:(attitude object helps us protect our ego)

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.
For Example
Example 1:.I don’t like that student because he misbehaved with me .
Example 2: Ads for cosmetics and fashion clothing.
• During 1980’s, Colgate & double action lifebuoy plus used this approach.
3.Value-expressive function:-(the attitude object expresses ones

values)
Attitudes are an expression or reflection of the consumer’s general values, lifestyles,
and outlook.
If a consumer segment generally holds a positive attitude toward 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.
For Example
Example 1:I like body shop because the company doesn’t use animal testing
4.Knowledge function:(attitude object reduces uncertainty and gives

us comot of knowing )
Customers always have the advise of knowing more about the products. This “need
to know” is considered to be important while positioning the product.
For Example:
Example 1:I love Time because it keeps me updated with the stars of film industry.
Example 2:The vaccumizer was a new concept product used to preserve food.
Combining several functions
Because different consumers may like and dislike the same product or service for
different reasons.
• Google for instance seems to have created attitudes using several functions.
• Google wave can be used for official communication (utilitarian approach)
• To share videos with friends to enhance his/her self concept(egodefensive
function)
• To have a strong sense of belonging(value-expressive function )
• Have a search process to satisfy.
B)Associating brands with worthy objects or causes
 Attitudes are related, at least in part to certain groups, social events, or causes.
 It is possible to alter attitudes toward companies and their products by pointing
out their relationships to particular groups, events
 One study found that although both the brand and the cause beneffited from such
alliance,less familiar causes benefited more from association with positive brand
than did highly familier causes.
 The result of another study indicated that if corporate sponsors do not explicity
reveal their motives for a company cause or a product cause accociation ,
consumers will form their own beliefs about the connection between the
company or brand and the cause.
 This indicates that sponsors should tell consumers the reasoning behind their
sponsorships,rather than allowing consumers to guess, possibly incorrectly,why
the sponsorship was formed.
 Furthermore,since so many companies ain to gain awareness and market share by
associating with a worthy cause consumers are often warned to examine how
much is being given to the charity.
For example:
Example 1: some companies associate with breast cancer by making pink products
during the month of october and giving 15% of sales to breast cancer research;others
give only 5%to research.
Example 2:Aircel has partnered with world wildlife fund India to create “save our
tigers” initiative.
The elaboration of liklihood model

The proposition that attitudes can be changed by eitherone of two different routes to
persuasion-a central route or a peripheral route-and that the cognitive elaboration
related to the processing of information received via each route is diferent.
Central route to persuasion:
A promotional approach maintaining that that highly involved consumers are best
reached and persuaded through ads focused on the product's attributes.
Peripheral route to persuasion
A promotional approach maintaining that uninvolved consumers can be best
persuaded by the ad's visual aspects rather than its informative copy (i.e., theproduct's
attributes)
The central and peripheral routes to persuasion reflect extensive problem solving as
well as limited problem solving and also correspond with high-involvement
purchases and low-involvement purchases.The premise of this model is that
consumers carefully evaluate the merits and weaknesses of a given product when
they consider the purchase to be highly relevant. Conversely, consumers engage in
very limited information search and evaluation (or little cognitive elaboration) when
the purchase holds little relevance or importance for them.
Thus, for high-involvement purchases, the central route to persuasion-which
requires considered thought and cognitive processing-is likely to be the most
effective marketing strategy.
For low-1nvolvement purchases, the peripheral route to persuasion-which requires
relatively little thought and information processing-is likely to be effective. In this
instance, because the consumer is less motivated to exert cognituve etort,learning
Occurs through repetition, the passive processing of visual cues, and holistic
perception.
Highly involved consumers use attribute-based information to evaluate brands,
whereas less-involved consumets apply simpler decision rules.
In marketing to highly involved consumers, the quality of the argument presented
in the persuasive message, rather than the imagery of the promotional message,
has the greater impact on the consumption decision.this route persuasion has
important implications for promotion.
Elaboration likelihood model example:

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STRATEGIES OF ATTITUDE CHANGE

A)Changing the Basic attitudes’ Motivational Function :

Accordingly ,attitudes are classified into four functuntions:

1. Utilitarian function:(attitude object serves some utility)

2.Ego-defensive function:(attitude object helps us protect our ego)

3.Value-expressive function:-(the attitude object expresses ones

4.Knowledge function:(attitude object reduces uncertainty and gives

Combining several functions

The elaboration of liklihood model

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