GROUP 1 (B.V. VISWANTH_P16004, YESHWANTH_P16007, M.V.

VAMSI_P16032, DHRUV_P16052, VINOD_P16055)

Changing Attitudes
Strategies for changing attitudes and intentions: Some strategies towards changing attitudes were
identified and to influence consumers choices degree of involvement is identified- Low
involvement strategies: consumers not likely to make choices based on formulated beliefs and
spend little time to make rational decisions. Attitude of consumer can be changed by a variety of
cues like pictures, colors, attractive spoke-persons etc. in the advertisements. List of options are
being suggested as: Link the product or service to an involving issue, Link the product to a
presently involving personal situation, develop high-involvement advertisements, change the
importance of product benefits, reveal or introduce important product characteristics. High
involving strategies: changes in behavioral intentions are related to changes in attitude towards the
behavior and changes in norms about behavior. Some strategies could be- change existing belief
about the consequences of behavior, change consumers education of consequences of action,
introduce belief/evaluation combinations, change existing normal beliefs, change motivation to
comply with subjective norms, introduce new motivation components. It is much easier to change
the intensity of attitudes than it is to change their direction, and similarly weakly held attitudes are
easier to change than strongly held. Greater involvement reflects more personal relevance of the
products. The degree of divergence will that will be accepted is termed as consumers latitude of
acceptance.
The communication Processes: The primary means to change the attitude is the persuasive
communication. Properly defined communication benefits from appreciation of general nature of
the process. Intended message is encoded into symbols making up the actual message which
represent the thoughts of senders. Than it transmitted through a channel. The send message can be
received by one or many. Characteristics of channel factors in this difference. The received
message is transformed into perceived message. Than it is decoded at the receivers end.
Source factors: several sources can be employed to reach to customers. Prominent sources effects
are: Consumers perceive companies as source of information, because of the face-to-face contacts
with customers, sales representatives are viewed by customers as information sources, consumers
use media for product information, companies typically employ representative in advertisements,
at local level retailers are often act as a source for market communications. Many factors influence
source effectiveness like: credibility and its effects, influence of receivers opinion, message
discrepancy conditions, low credibility effectiveness, base of credibility, attitude of communicator,
similarity with audience, etc. The Sleeper effect: under certain circumstances highly credible
communication can influence significant attitude change and initial effect can dissipate rapidly.
However, findings of some study show that an audience exposed initially to low-credibility sources
develops opinions more closely in line with the sources as time passes.
Message factors: components make up for persuasive message are- Message structure: message
structure refers to how elements of message organized. Message sidedness: it can be one sided, in
which strength of communicators position is described or two sided, with the strength of
GROUP 1 (B.V. VISWANTH_P16004, YESHWANTH_P16007, M.V. VAMSI_P16032, DHRUV_P16052, VINOD_P16055)

communicator, it either admits to weaknesses in the communicators position or some strength in

others position. The rationale for the one-sided message will be effective when audience is already
in agreement while in two-sided message audience is not in agreement as they are more objective
and honest. Message order tries to present persuasive argument in message. It can be like climax,
anti-climax, or pyramidical order. It should be tried in a way so that customer draws a conclusion
at the end and if possible, repetition should be avoided. Message appeal: how appeal can be used
to enhance the persuasiveness of messages. Various factors affect this like, Fear appeal: physical
danger, social disapproval, or other consequences may influence consumers, distraction: some
evidence suggest that some sort of distraction may increase level of engagement, participation:
active audience participation means higher level of engagement, many other factors also affects
like humor, emotional versus rational appeals, comparative appeal etc. Message code: the way in
which marketers assemble and use message code, including language, can have dramatic effect on
message. Three broad of message classes are: verbal, non-verbal, and paralinguistic. Verbal codes:
the verbal code is a system of word symbol that combined with set of rules. Non-verbal codes:
these are extremely important in persuasive communication, and they have not been given the
attention they deserve in published research. Paralinguistic codes: these lie between the verbal and
non-verbal codes. It mainly involves voice qualities and vocalizations.
Receiver factors: to be persuasive communicator it is important to know the audience. General
characteristics like traits, moods, and beliefs affects the communication. Personality traits: the
main traits are self-esteem and rich imagery. Self-esteem refers to the persons feelings of adequacy
and self-worth. This appears to be true in the situations in which people are motivated by social
approval. Rich imagery: people who are high in rich imagery or who live out much of their lives
through dream worlds and fantasy are more persuasive than those who are not rich. Mood: Another
factor that influence consumers is their mood. It can be defined as temporary and mild positive or
negative feeling that is generalized and not tied to any circumstances. Mood appear to be readily
marketers. there is also an effect of how advertisement is given and projected to the consumers.
Belief Type: Receivers existing attitude and belief structure can be opportunity for marketing
communications. The direction of attitude and the strength of the belief are the two factors mainly
influence change in the behavior. Three basic belief types that influence the commitment are
central beliefs, derived beliefs and central-free beliefs.