Page 123 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes

Case Study Anti-smoking Campaigns

Study this advertisement carefully. Consider its headline, sub-headline, and the visual.
The ad is meant to discourage smoking, makes use of fear appeal, and invites smokers to
think and decide (conclusion drawing is left to the reader). The basic purpose is to bring
about a change in the attitudes of smokers.
Questions
1. Do you think such ads can change the attitudes of consumers who are in the habit of
smoking? Give your reasons.

2. Who are the readers most likely to be influenced by such ad messages?
3. Prepare an ad which in your view would be effective in discouraging smoking
among smokers. Why do you think this ad would be more effective?

8.4 Summary

Attitude change strategies can focus on any of the attitude components: thinking, feeling,
behavioural, or some combination of these components.
Changing consumers’ cognition or beliefs usually involves information processing and
cognitive learning. Attempting to influence feelings or the affective component generally
involves classical conditioning approaches, and to bring about a change in behaviour,
strategies rely more on instrumental conditioning approaches.
It is easier to change brand beliefs than brand feelings. Also, it is easier for marketers to
change consumers’ beliefs than the benefits associated with the brand. Similarly, it is
easier to change attitudes about low-involving products than high involvement category
products.
It is more relevant to change attitudes rather than beliefs for hedonic products. Marketers
can influence weak attitudes comparatively easily than strongly held attitudes’ and finally,
it is easier to change attitudes of consumers who are not really sure about their evaluations
of a brand. They tend to be more receptive to informative advertising messages.

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