STRATEGIES TO CHANGE CONSUMER

ATTITUDE

TEAM 3
CONSUMER BEHAVIOR
ATTITUDE


In a consumer behavior context; an attitude is a
learned predisposition to behave in a consistently
favorable or unfavorable way with respect to a
given object.
ATTITUDE AS AN OBJECT
Interpreted broadly to include specific
consumption-or marketing related concepts, such
as product ,product category, brand, service,
possessions, product use, people,
advertisements.
Object specific
Eg: Washing Machines-LG, Whirlpool,Samsung

ATTITUDES HAVE
CONSISTENCY
Not necessarily permanent, they do change.
Relatively consistent with the behavior they
reflect.
ATTITUDES WITHIN A
SITUATION
Situations are events or circumstances.
Specific situations cause consumers to behave in
ways seemingly in consistent with their attitudes.
A variety of attitudes toward a particular object,
each corresponding to a particular situation or
application.
Vary from situation to situation.
Eg: Saturns Vue Hybrid
STRUCTURAL MODELS OF
ATTITUDES
4 important models:-
Tri component attitude model
Multi attribute attitude model
Trying to consume model
Attitude toward the ad model
TRICOMPONENT ATTITUDE
MODEL
3 major components:-
Cognitive component
Affective component
Connative component

MULTIATTRIBUTE ATTITUDE
MODELS
Attitude toward Object model
Attitude toward Behavior model
ATTITUDE FORMATION
Divided into 3 areas:
How attitudes are learned
The sources of influence on attitude formation
Impact of personality on attitude formation
HOW ATTITUDES ARE
LEARNED
Unconditioned Stimulus- Classical conditioning-
an established brand
Conditioned stimulus- Parachute Advansed after
shower from Marico Ltd.
SOURCES OF INFLUENCE ON
ATTITUDE FORMATION
Consumer attitudes are formed strongly and
influenced by:-
Personal experience
Family influence
Peer groups and colleagues
Direct marketing
Mass media
Internet

PERSONALITY FACTORS
Personality plays a critical role in attitude
formation.
High in need for cognition- Positive attitudes
(Cars, Technology)
Low in need for cognition-attractive model or
celebrity
Attitudes toward new products and new
consumption situations are strongly influenced by
specific personality characteristics of consumers.
STRATEGIES OF ATTITUDE
CHANGE
To understand the various ways in which
consumers attitudes are changed.
Attitude change strategies:
Changing the consumers basic motivational
function
Associating the product with an admired group or
event
Resolving two conflicting attitudes
Altering the components of the multiattribute
model
Changing consumer beliefs about competitor
brands
1.CHANGING CUSTOMERS BASIC
MOTIVATIONAL FUNCTION
One of the ways to change the attitude is
make particular needs prominent. One of the
method of changing motivation is called functional
approach.
UTILITARIAN FUNCTION

EGO-DEFENSIVE FUNCTION
Example: Student denial to accept his/her failure.
VALUE EXPRESSIVE
FUNCTION

KNOWLEDGE FUNCTION
People generally have an attitude Need to
know and Understanding of the people and things
they encounter everyday
Comparing and emphasizing.

2.ASSOCIATING THE PRODUCT
WITH ADMIRED GROUP OR
EVENTS
Attitudes are related at least in part to special
groups, events or causes.

3.RESOLVING TWO CONFLICTING
ATTITUDES
Attitude change strategies sometimes resolve actual or potential c
onflict between two attitudes.
.






Example: Detergent powders are effective
in cleaning but these also cause a bad effect on the skin
MULTI ATTRIBUTE MODELS
Changing the relative evaluation of attributes
Changing brand beliefs
Adding an attribute
Changing the over-all brand rating
CHANGING THE RELATIVE EVALU
ATION OF ATTRIBUTES
The overall market for many consumer products
is set out so that different consumer segments are off
ered different brands with different features. If
detergent powder is a product category then one
brand may stress potency and other may st.ress
gentleness
CHANGING BRAND BELIEF
A cognitive oriented strategy used for
changing beliefs or perception about the brand
itself.
ADDING AN ATTRIBUTE
This strategy can be accomplished by adding
an attribute that previously has been ignored or one
that represents improvement or technological
advancements.
Example: Yogurt has high potassium than
Banana(Fruit which has high potassium)
CHANGING OVERALL
BRANDING
Another cognitive oriented strategy that alters
overall rating of the brand.

Example : Announcing car as most awarded car of
the year
Largest selling brand

4. CHANGING BELIEF ABOUT
COMPETITORS BRANDS
It emphasizes the attitude strategy to change
the belief about attributes of competitive brands.

Example: A Deodorant brand advertises that No
other brand provides 24 hrs. refreshments