consumerbtopic8n - Consumer Behavior Topic 8 Attitude...

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Consumer Behavior Topic 8 Attitude Change Attitude change strategies: a. change consumer’s basic motivational function motivational function of attitude: 1. utilitarian function 2. ego defenses 3. value expressive 4. knowledge 5. social adjustment b. associate product with an admired group or event c. relate two conflicting attitudes (i.e., health foods – people associate healthy foods with not tasting good so the marketer must relate the product to good taste and convince the pubic that you can have healthy and still taste good – Weight Watchers, Snack Wells) d. alter components of the multi-attribute model (beliefs and evaluations) beliefs and evaluations make up attitudes – so judge the attributes of a brand and associate with beliefs that deal with a brand e. change consumers’ beliefs about the brands of competitors – focus on the competition and proving that they do not do as good of a job in some dimensions Which came first - behavior or attitude? The traditional approach is that attitudes cam first – that the consumer thinks before they act – the assumption is that everyone acts rationally – but the consumer behaviorist has found that in many situations this is not so – hence behavior may precede attitude. Cognitive Dissonance Theory Leon Festinger (New York psychologist) was the father of this concept – where we have some sort of unbalance regarding an action so we find justifications for the action (i.e., the Surgeon General has stated that smoking is bad for your health yet you still smoke pointing out that Uncle Jimmy smoked 3 packs a day and lived to be 92 and died in an auto accident – hence, how bad could smoking really be?) Post-purchase dissonance – the consumer may have conflicting thoughts that create tension so they try to reduce this tension – there have been many studies of people following purchases and their concern as to whether they made the right choice – a smart marketer tries to reassure the buyer – after a car purchase, often the dealership will call to see how the car is running; the buyer may begin to notice ads for the car that they never
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consumerbtopic8n - Consumer Behavior Topic 8 Attitude...

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