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Consumer Behaviour

Notes pretty-looking model.” Such favourable thoughts about the message source are referred to as
source bolsters. On the other hand, the consumer might think, “This ad is released by Personal
Point and their aim is to sell this programme, so why should anyone believe their claims?” Such
negative thoughts about the source are called source derogations.
To influence attitudes favourably, the marketer must discourage the development of counter
arguments and encourage support arguments. To accomplish this, one way is to develop
two-sided refutational messages.

Example: Personal Point’s ad message might say, “You might think that Personal Point’s
programme is not as effective as claimed, or may have side effects. Well, you have a surprise
waiting for you because the programme is 100 per cent effective and without any side effects as
confirmed by actual users.” To reinforce, some names and addresses and their before and after
photographs are presented.
Under low-involvement conditions, marketers may attempt to discourage source derogators
and increase source bolsters. This can be accomplished by using more attractive, likeable and
credible spokespersons or models to draw attention to the ads. Another effective way is to use
testimonials from independent institutions or experts.
Of the two approaches to influence attitudes, source attractiveness is more likely to favourably
change attitudes because under conditions of low-involvement there may only be superficial
information processing and consumers may not pay any attention to approval by experts.

Task Collect two ads that show benefits and attributes and two ads (of the same brand,
if possible) that don't show benefits or attributes but uses a spokesperson. Which ones do
you think are more convincing?

8.3 Post-purchase Attitude Change

8.3.1 Cognitive Dissonance Theory

Leon Festinger suggested that consumers experience a feeling of doubt, discomfort or anxiety
after making a relatively high-involvement purchase decision. These feelings have been referred
to as cognitive dissonance. Purchase decisions, particularly of expensive items, require some
amount of compromise and due to this reason feelings of dissonance are quite normal;
nevertheless, they are likely to cause uneasiness about the choice made.
The probability that consumers will experience dissonance and the intensity of this dissonance,
depends on:
1. Degree of commitment: If it is easier to alter the decision, the consumer is less likely to
experience dissonance.
2. Importance of the decision: If the purchase decision is more important, it is more likely
that the consumer will experience dissonance.
3. Difficulty of choosing among alternatives: Decision difficulty depends on the number of
alternatives considered, the number of relevant attributes linked with each alternative
and the extent to which each alternative possesses the attributes not present in the other
alternatives. If it is difficult to choose from among the alternatives, it is more likely that
the consumer will experience dissonance.

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