Page 160 - DMGT551_RETAIL_BUSINESS_ENVIRONMENT

Unit 8: Learning and Attitude

2. Changing behavior: People like to believe that their behavior is rational; thus, Notes
once they use our products, chances are that they will continue unless someone
is able to get them to switch. One way to get people to switch to our brand is
to use temporary price discounts and coupons; however, when consumers
buy a product on deal, they may justify the purchase based on that deal (i.e.,
the low price) and may then switch to other brands on deal later. A better way
to get people to switch to our brand is to at least temporarily obtain better
shelf space so that the product is more convenient. Consumers are less likely
to use this availability as a rationale for their purchase and may continue to
buy the product even when the product is less conveniently located. (Notice,
by the way, that this represents a case of shaping).
3. Changing beliefs: Although attempting to change beliefs is the obvious way to
attempt attitude change, particularly when consumers hold unfavorable or
inaccurate ones, this is often difficult to achieve because consumers tend to
resist. Several approaches to belief change exist:
Change currently held beliefs: It is generally very difficult to attempt to
change beliefs that people hold, particularly those that are strongly
held, even if they are inaccurate. For example, the petroleum industry
advertised for a long time that its profits were lower than were
commonly believed, and provided extensive factual evidence in its
advertising to support this reality. Consumers were suspicious and
rejected this information, however.

Change the importance of beliefs: Although the sugar manufacturers
would undoubtedly like to decrease the importance of healthy teeth, it
is usually not feasible to make beliefs less important–consumers are
likely to reason, why, then, would you bother bringing them up in the
first place? However, it may be possible to strengthen beliefs that favor
us e.g., a vitamin supplement manufacturer may advertise that it is
extremely important for women to replace iron lost through
menstruation. Most consumers already agree with this, but the belief
can be made stronger.
Add beliefs: Consumers are less likely to resist the addition of beliefs so
long as they do not conflict with existing beliefs. Thus, the beef industry
has added beliefs that beef (1) is convenient and (2) can be used to make
a number of creative dishes. Vitamin manufacturers attempt to add the
belief that stress causes vitamin depletion, which sounds quite plausible
to most people.
Change ideal: It usually difficult, and very risky, to attempt to change
ideals, and only few firms succeed. For example, Hard Candy may have
attempted to change the ideal away from traditional beauty toward
more unique self expression.

(c) One-sided vs. two-sided appeals. Attitude research has shown that consumers often
tend to react more favorably to advertisements which either (1) admit something
negative about the sponsoring brand (e.g., the Volvo is a clumsy car, but very safe)
or (2) admits something positive about a competing brand (e.g., a competing
supermarket has slightly lower prices, but offers less service and selection). Two-
sided appeals must, contain overriding arguments why the sponsoring brand is
ultimately superior–that is, in the above examples, the "but" part must be emphasized.

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