Question

What affects attitudes? How can we change a negative attitude a potential consumer might have towards our product? How can a poorly designed marketing messages actually create a negative attitude towards a product or brand? What does everyone think?

Answer 1

An attitude is a lasting, general evaluation of people, objects, issues, or advertisements.

Consumer attitude may be defined as a feeling of favourableness or unfavourableness that a person has towards a particular product or service. Consumer attitude comprises beliefs, feelings, and behavioral intentions towards some object.

WHAT AFFECTS ATTITUDE?

1) VISUAL PERCEPTION- It is the process to explicate information and surroundings from the effects of visible limit within the range of sight. The visual system in individuals allows them to digest information from the environment.

Colors are a central aspect of many marketing strategies as they are rich in symbolic value and cultural meanings. Meanings are communicated on the visual channel through the product's styling, size, brightness, and distinctiveness compared with competitors.

2) LEARNING- An attitude can be formed in several different ways. An attitude can be formed because of classical conditioning, instrumental conditioning, and a complex cognitive process.

3) FAMILY- Family is the most dynamic source for the formation of attitude. The family members provide information about various things. Attitude, whether positive or negative evolve by an individual is the influence of family members which is difficult to change.

4) REFERENCE GROUP- People's behavior and attitudes are greatly influenced and affected by groups in which they participate. Reference groups are also used by marketers in their efforts to make consumers have a positive attitude towards the advertisement and the products, persuading them to purchase products or brands.

5) THE WORD OF MOUTH COMMUNICATION- WOM refers to interpersonal communication in which none of the participants are promotion sources. Favorable WOM can lead to a positive brand attitude. Positive word of mouth is related to satisfaction and can generate a favorable attitude towards a product.

6) EDUCATIONAL AND RELIGIOUS INSTITUTIONS- Educational and religious institutions have a powerful influence in shaping the attitude as they lay the foundation of understanding and moral concepts within the individual.

HOW TO CHANGE NEGATIVE ATTITUDE OF CONSUMER TOWARDS PRODUCT

Once formed, attitude can be very difficult to change. If a consumer has a negative attitude towards a particular product or brand it will take considerable effort to change what they believe to be true.

1) Changing the consumer's basic motivational function-  A constructive strategy for changing consumer attitudes towards a product or brand is by making a particular need important. The one method which is used to change the motivation is a functional approach. According to this method, attitudes can be classified in terms of four functions: the utilitarian function, the ego- defensive function, the value -expressive function, and the knowledge function.

2) Associating the product with an admired group or event- Attitudes are generally related to certain groups, social events, or causes. It can be possible to change the consumer's attitude towards a particular company and its product by associating the product or brand with certain social groups, events or causes.

3) Resolving two conflicting attitudes- Attitude change strategies sometimes resolve the potential conflict between two attitudes. If consumers can be made to view their negative attitude towards a specific product, or brand or towards its attributes is not in conflict with another attitude, they may be persuaded to change their evaluation of the brand.

4) Altering components of the multi attributes model- This involves altering the relative evaluation of product attributes, changing brand beliefs and changing the overall brand ratings or attaching an attribute. For example, adding berries in cereals.

HOW POORLY DESIGNED MARKETING CREATES A NEGATIVE ATTITUDE TOWARDS A PRODUCT OR BRAND

• It diminishes the brand value.
• It damages trust.
• Poorly designed marketing messages alienate potential customers.
• It damages brand association.
• It leads to false expectation