Attitude Change Strategies
Attitude Change Strategies:
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. Altering consumer attitudes is-a key strategy consideration for most marketers.
For marketers who are fortunate enough to be market leaders and to enjoy a significant amount of customer goodwill and loyalty, the overriding goal is to fortify the existing positive attitudes of customers so that they will not succumb to competitors' special offers and other inducements designed to win them over. Most competitors; take aim at the market leaders when developing their marketing strategies. Their objective is to change the attitudes of the market leaders' customers and win them lover. Among the attitude-change strategies that are available to them are (1) changing the consumer's basic motivational function, (2) associating the product with an admired group or event, (3) resolving two conflicting attitudes, (4) altering components of the Multi attribute model, and (5) changing consumer beliefs about competitors’ brands.
1. Changing the Basic Motivational Function:
An effective strategy for changing consumer attitudes toward a product or brand is to make particular needs prominent. One method for changing motivation is known as the functional approach. According to this approach, attitudes can be classified in terms of four functions: the utilitarian function, the ego-defensive function, the value-expressive function, and the knowledge function. I. The Utilitarian Function:
We hold certain brand attitudes partly because of a brand's utility. When a product has been useful or helped us in the past, our attitude toward it tends to be favorable. One way of changing attitudes in favor of a product is by showing people that it can serve a utilitarian purpose that they may not have considered. For example, the ad for Clorox Disinfecting
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. Altering consumer attitudes is-a key strategy consideration for most marketers.
For marketers who are fortunate enough to be market leaders and to enjoy a significant amount of customer goodwill and loyalty, the overriding goal is to fortify the existing positive attitudes of customers so that they will not succumb to competitors' special offers and other inducements designed to win them over. Most competitors; take aim at the market leaders when developing their marketing strategies. Their objective is to change the attitudes of the market leaders' customers and win them lover. Among the attitude-change strategies that are available to them are (1) changing the consumer's basic motivational function, (2) associating the product with an admired group or event, (3) resolving two conflicting attitudes, (4) altering components of the Multi attribute model, and (5) changing consumer beliefs about competitors’ brands.
1. Changing the Basic Motivational Function:
An effective strategy for changing consumer attitudes toward a product or brand is to make particular needs prominent. One method for changing motivation is known as the functional approach. According to this approach, attitudes can be classified in terms of four functions: the utilitarian function, the ego-defensive function, the value-expressive function, and the knowledge function. I. The Utilitarian Function:
We hold certain brand attitudes partly because of a brand's utility. When a product has been useful or helped us in the past, our attitude toward it tends to be favorable. One way of changing attitudes in favor of a product is by showing people that it can serve a utilitarian purpose that they may not have considered. For example, the ad for Clorox Disinfecting
References: 1) http://www.freewebs.com/mahsfast/CB%20CHAPTER%208.doc 2) http://free-books-online.org/psychology/consumer-psychology-psychology/attitude-change-strategies-chapter-5/