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Unit 8: Attitude Formation and Change

Marketers can relieve consumers by providing additional information concerning the Notes
product use and care, by offering warranties and guaranties, by ensuring follow-up and
good after-sales service.

8.5 Keywords

Cognitive Dissonance: Feeling of doubt, discomfort or anxiety
Cognitive Responses: Consumer's responses

Two Sided Refutational Messages: Discourage counter messages and encourages support
messages
Utilitarian Function: Attitude function helps consumers achieve desired benefits

8.6 Self Assessment

Fill in the blanks:
1. While purchasing property, a middle income consumer will form positive or negative
attitudes as a result of ........................

2. Reliance Broadband promises to give consumers to give super fast internet speed. They
are trying to change consumer attitudes placed on ........................
3. American Express' 'Don't leave home without it' ads tried to change consumers' ........................

4. "I trust this brand and would like to taste its new range of potato chips". This is a ........................
argument.
5. Negative thoughts about the advertiser are termed as ………………..

6. Consumers often attribute their dissatisfaction with a product to others like makers of the
product or the retailer from where they bought it. This is known as ………………..
attribution.

7. You bought an expensive wardrobe for yourself but now think that you paid more for
what you got. This situation is known as ………………..
8. You bought a t-shirt from sale which is non returnable. In such a case, you are likely to
experience ……………….. dissonance.
9. You use All Clear Dandruff shampoo and feel that you like the shampoo. This relates to
……………….. theory.
10. Cognitive dissonance theory was given by ………………..

8.7 Review Questions

1. Can attitudes be easily formed or changed? Justify your answer using appropriate examples.
2. You are the marketing manager of a new fast food restaurant chain that has recently
started its operations in India. The USP of the restaurant is that it offers lip smacking yet
hygienic food. Using Elaboration Likelihood Model as a reference, how will you attempt
to change the attitudes of the Indian consumers who have strong favourable attitudes
towards already established players like McDonalds and KFC?

3. Describe a few situations in which an individual consumer is likely to face dissonance.

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