CP chapter 6 change attitude

CP chapter 6 change attitude

1. Multi-attribute attitude model (attitude to buying behaviour)

   • consumers have favorable attitudes towards brands that have better performance attribute on what they view is important, the extent which the brand has or lacks each of a given attributes
   • Change consumer attitude
     • Improve perceived performance of most important attributes to consumers
     • Educate consumers about the importance of an attribute the brand performs well in

2. Functional approach (change by appealing to consumers' functions) buying behaviour to attitude

   • Utilitarian function ( product is useful, favourable attitude)
   • Ego-defensive function (when in doubt, protect themselves), replace with feeling of security
   • Value-expression function (reflect consumers' values and beliefs)
   • Knowledge function (consumers have strong need to understand)

3. Cognitive dissonance

   • Occurs when a consumer holds conflicting thoughts about an object
     • Post-purchase dissonance is common for high involvement purchases
     • Marketers need to ensure these consumers resolve conflict by changing their attitudes

4. Attribution theory

   • attempts to explain how people blame or credit events
     • Internal attribution- outcome of oneself
       • external attribution- outcome to other people or environement
         • Generally people take credit for success and blame others for failure
           • Marketers should promote internal attribution after product purchase, cause consumers to perceive themselves as reason for success