Page 118 - DMGT506_CONSUMER_BEHAVIOUR

Unit 8: Attitude Formation and Change

3. By changing brand evaluations (Attitude component) Notes
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4. By changing behavioural intentions (Attitude ).
(beh)
1. Changing Values Placed on Product Attributes: Most consumers consider some product
attribute to be more important than others. Marketers often try to convince consumers
about the superiority or importance of those attributes on which their brands are relatively
strong. This requires attempting to convince consumers to reassess the value associated
with a certain attribute.

Example: Apple computers do not have a floppy drive and convince consumers
that floppies are not reliable for storing data. Epson attempts to convince consumers that
its inkjet printers need no change of printing head every time the ink cartridge is changed.
A marketer may convince consumers that bad taste is good quality in a mouthwash.

2. Changing Consumers’ Beliefs: A common and effective approach adopted by most
marketers to changing attitudes is to focus on the cognitive component. The strategy of
changing beliefs focuses on shifting beliefs about the performance of brand on one or
more attributes. Alternatively, marketers attempt to shift the importance consumers place
on certain attributes to those attributes on which their brand is stronger. This can be done
by introducing new attributes in the brands and emphasising the importance of existing
ones. Epson printers emphasise the importance of Micro Peizo technology leading to
superior colour reproduction in prints. Apple convinces consumers that its computers use
the power processor. This makes these computers technologically different and superior.
Nizoral shampoo ads, convince consumers that Ketoconazole ingredient gives better
protection against dandruff.
3. Changing Brand Evaluations: This strategy focuses on influencing consumers’ overall
brand attitudes without any reference to specific attributes. This can be accomplished by
associating a positive feeling with product usage. Nescafe commercial “ho shuru har din
aise” is one such attempt. “When you care enough to send the very best” ads of Hallmark
cards is another example of associating feelings with the brand. Some brands make a
claim that it is the largest selling brand, or the others are trying to imitate.
4. Changing Behaviour: Consumers’ purchase or use behaviour may precede the development
of cognition and affect. According to D S Kempf, behaviour can lead directly to affect, to
cognitions, or to both at the same time. Consumers frequently try inexpensive new brands
in the absence of any prior knowledge or affect. For example, a consumer feels thirsty and
notices a new brand of cold drink with a vendor and uses it. Such purchases are often as
much for knowledge as for satisfaction of some need such as thirst. Sometimes marketers
induce consumers to buy a brand that is not preferred by offering some concession. The
assumption is that once consumers try the brand there may be a change in their attitudes.
For example, a detergent is offered at a discount price and the consumer, after using it,
realises that there is hardly any difference in the performance of the new brand and the
regular brand. The consumer decides to continue using the new brand and stays with it
even when the price returns to normal list price.

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