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LESSON 16:
ATTITUDE FORMATION AND CHANGE
1. What sources influenced you attitude about this course If so, how?
before classes started?
CONSUMER BEHAVIOUR
We know that the personality of each individual is different and
it plays a very crucial role in formation of attitude. Say for Activity 3
example, if you have a high need for cognition, i.e., you crave A. Using the Internet, find two advertisements that are trying
for information and enjoy thinking. Then you are likely to form to persuade you. Try to find an advertisement that is trying
a positive attitude in response to ads or direct mail that are rich to persuade you to buy something and one that is trying to
in product related information. On the other hand, your friend persuade you to do something (e.g., vote for someone,
Ravi, who is relatively low in need for cognition, is more likely donate money to something).
to form positive attitudes in response to ads that feature an
attractive model or well-known celebrity.
Activity 2
Describe a situation in which you acquired an attitude toward a
new product through exposure to an advertisement for that
product. Describe a situation where you formed an attitude
toward a product or brand on the basis of personal influence.
processing route the ad is trying to use, and your ideas Bringing about a change in the consumer attitudes is a very
about how a consumer could resist the ad’s persuasive important strategic consideration for us marketing people.
tactics with the rest of the class. When the product or brand is the market leader, the marketers
will work at ensuring that their customers continue to patronize
their product with the existing positive attitude. Such firms also
have to ensure that their existing loyal customers do not
succumb to their competitor’s attitude change ploys.
But it is the firm whose is not the brand leader, which tries to
adopt marketing strategies so as to change the attitudes of the
market leaders, customers and win them over. Among the
attitude change strategies that are available to them are:
1. Changing the consumer’s basic motivational function
2. Associating the product with an admired group or event
3. Resolving two conflicting attitudes
4. Altering components of the Multiattribute model, and
5. Changing consumer beliefs about competitor’s brands.
Now let us look at each of these strategies in greater details.
CONSUMER BEHAVIOUR
fashionable, then they will have a positive attitude towards high your husband’s life that you cannot control. Saffola: it’s your life
fashion clothes e.g. Van Hussen, Louis Phillip etc., insurance”- struck up an immediate association with safety and
The advertisement for Yamaha RXG motorcycle is targeted at relief.
young people who are outgoing and prefer a powerful bike. The 4. Altering components of the Multiattribute model
ad claims “ Man, machine and nature in perfect harmony. Breathtak- In the earlier lesson we discussed a number of Multiattribute
ing power, unbeatable performance”. models, which have implication for attitude change strategies.
The knowledge function: Human nature is such that indi- To be more precise, these models provide us with additional
viduals prefer to know and understand the people and things insights as to how to bring about attitudinal change:
they are in contact. While product positioning, marketers try to (1). Changing the relative evaluation of attributes
do this and improve the consumers attitude towards their (2) Changing brand beliefs
product or brand by highlighting its benefits over competing
brands. For instance, in a highly competitive market, Ora1-B (3) Adding an attribute, and
toothbrush emphasizes on its ‘indicator’ which will tell the users (4) Changing the overall brand rating
the time when they are required to change the toothbrush. (1) Changing the relative evaluation of attributes
Combining several functions: Since different consumers may Consumer markets can be segmented in the same product
have developed positive or negative attitude towards the same category according to brands that offer different features or
product or service, firms could use a functional frame work for beliefs. For example, Moov, a balm to relieve pain in the back and
examining the consumer attitudes. For instance, Asian paints Iodex to relive pain due to any inflammation or swelling like
have highlighted the usage of their paints to harmonise the sprain etc. another example we could take in this case is when
home coming of the son on the festival day, when the house marketers persuade consumers who prefer one version of the
has been colorfully re-painted with Asian paints. This ad talks product say a professional 35mm camera “Yashika” to shift
of many functions - it highlights that -the product works well their attitudes to another version of the product say ‘ an
(has many colour combinations) (the utilitarian functions), the automatic ready to point and shoot camera”-”Konika”.
second is the inner joy and confidence (because a proper
(2) Changing brand beliefs
welcome can be accorded to the son coming home with the
This calls for changing attitudes of consumers by changing
various colourpaints giving the house a new look) (value
beliefs or perceptions about the brand itself. For example, P &
expression function)
G’s Ariel Microshine detergent claims that this detergent is a
tough cleaner, powerful stain remover, easy to use, unlike the
2. Associating the product with an admired group
other detergents, which only whiten the clothes.
or event
At times attitudes come to be attached to certain groups, social (3) Adding an attribute
events or causes. So marketers could try strategies whereby their This means either adding an attitude that previously has been
product or service comes to be associated with certain events, ignored or one that represents an improvement or technological
social groups or causes. For example, ‘Titan Cup’ is associated innovation. For instance, Initially Bournvita was positioned as
with cricket. Through sponsorship of the deep purple and Bon a superior product to milk i.e., a health builder. Now
Jovi concerts, BPL has established a positive attitude in Bournvita’s advertisement claims it as necessary product or
consumer mind. “Nobody entertains you like BPL” or Godrej health builder containing vital calcium, vitamins and carbohy-
positions itself with positive beauty pageants. CRY greetings drates that is a must for growing children.
cards is associated with a cause, all contributions go to the (4) Changing the overall brand rating
UNESEF. Altering the consumers overall assessment of the brand directly
without attempting to improve or change their evaluation of a
3. Resolving two conflicting attitudes single brand attribute. Usually this strategy is used by using
Marketers also try to take advantage of actual or potential some form of global statement like “ this is the largest selling
conflict between attitudes. At times firms make consumers see brand”. For example, the advertisement of “westar” dual time
that their attitudes towards a brand is in conflict with another watches, from Westar) the world on your watch).
attitude, and then they maybe inclined to change their evalua-
tion of the brand. For example, your mother may be choosing (5)Changing consumer beliefs about competitor’s
a cooking medium, which adds to the taste. And this attitude brands
exists right from the ‘Dalda’ days. However, Marico industries Usually it is seen that the attitude change agent is a well-
created a heart stopping commercial for its ‘Saffola’ cooking oil respected agent authority or peer group. Because the amount of
to resolve the conflicting attitude that ‘Saffola’ oil though attitude change is related to the credibility of the source of the
healthy oil is not particularly tasty one. The advertisements of message. The major purpose of changing attitudes is to
‘Saffola’ was shown in a series of shots, depicting a middle aged eventually change consumer behavior. Thus an understanding
man being rushed to hospital and wheeled into the operation of consumer attitudes towards their product will enable the
room and he suffers a heart attack, while his panic stricken wife marketer to adopt suitable strategies and create a positive image
waits fearfully, drove the message. And there was a voice over or attitude for that matter of their products in the minds of the
consumer.
Internal attribution—giving yourself credit for the outcomes— Consistency over modality—The inference or reaction must
your ability, your skill, or your effort. be the same, even when the situation in which it occurs varies.
External attribution—the purchase was good because of factors Consensus—The action is perceived in the same way by other
beyond your control—luck, etc. consumers.
CONSUMER BEHAVIOUR
Tick on the correct choice who:
1. Attitudes are formed by learning. In terms of classical a. are passive.
conditioning, Oil of Olay, the well established brand, was b. crave information and enjoy thinking.
using the brand strength as the unconditioned stimulus to c. desire the best quality in the products they choose.
introduce Oil of Olay body wash. The unconditioned
d. look for the best value for the money.
stimulus was used to link the new brand to the established
name, resulting in a favorable attitude. The company is
hoping for _____ from the brand name to the new 8. The following type of company is most likely to go after
product. an attitude change market strategy:
a. stimulus recognition a. the industry leader
b. stimulus generalization b. major competitor of the leader
c. attitude expansion c. small start-up business
d. attitude stability d. all of the above
2. Attitudes are formed: 9. Which of the following is one of the attitude change
a. before using the product. strategies that marketers follow?
b. after using the product. a. associating the product with an admired group or
event
c. when hearing about the product.
b. resolving two conflicting attitudes
d. all of the above
c. changing consumer beliefs about competitor brands
d. all of the above
3. The formation of attitudes is strongly influenced by all the
following except:
a. personal experience. 10. An effective attitude change strategy is changing the basic
motivational function. According to this approach,
b. influence of family and friends.
attitudes can be formed into four functions; which of the
c. mass media. following is not one of them?
d. how long the product has been on the market. a. utilitarian
b. ego-defensive
4. The primary means by which consumers form their c. knowledge
attitudes is through _____.
d. personal experience
a. consumer reports
b. family influences
11. One of the strategies for changing consumer attitudes is
c. personal experience changing the basic motivational function using four
d. direct marketing different functions. Ads for cosmetics and personal care
products acknowledge the fact that people want to protect
their self-images from inner feelings of doubt. This is
5. Direct marketing efforts have an excellent chance of
consistent with which basic motivational functions?
favorably influencing target consumer’s attitudes because:
a. ego-defensive
a. direct marketing is favorably looked upon.
b. knowledge
b. the mass scale of direct marketing makes it a dominant
player. c. utilitarian
c. because the products and services offered are highly d. value-expressive
targeted to the individuals’ needs and concerns.
d. Internet advertising is too cluttered.
changing the basic motivational function using four • The Utilitarian Function
different functions. An example of the _____ function is
• The ego defensive function
for Crest to point out how its new toothbrush is superior
to all other toothbrushes in controlling gum disease by • The value expressive function
removing more plaque. • The knowledge function
a. ego-defensive • Brand beliefs
b. knowledge Article # 1
c. utilitarian Horlicks In A New Avatar
d. value-expressive From a boring nutritional drink, GSK is trying to
position Horlicks as ‘pleasurable nourishment’, by
13. One of the strategies for changing consumer attitudes is launching it in vanilla, chocolate and honey variants.
changing the basic motivational function using four Sucheta Govil, General Manager, Marketing, Nutritional
different functions. An example of the _____ function is Healthcare and Anindya Dasgupta, Marketing Manager, GSK.
for Celestial Seasons to point out that Green Tea is loaded
with antioxidants, which are good for you.
a. ego-defensive
b. knowledge
c. utilitarian
d. value-expressive
16. “The largest selling brand” and “the one all others try to Child: “Horlicks is an old person’s drink and I drink it only because
imitate” are claims used by companies trying to change mama forces me to do so.”
attitudes by using the following strategy: Mother: “My kids drink whatever they feel like, and I wish they
a. changing the relative evaluation of attributes would ask for Horlicks.”
b. changing brand beliefs GLAXO SMITHKLINE’S (GSK) consumer research findings
clearly pointed out that the Horlicks users wanted a change.
c. adding an attribute
They wanted a more spirited and happening drink in interesting
d. changing the overall brand rating flavours, instead of a drab nourishment drink. The 130-year-
old Horlicks was beginning to lose its sheen and with its
growth being flat in the last one year, GSK felt that it was time
to give its Rs 800-crore brand a facelift.
The company recently re-launched Horlicks in three new variants
— vanilla, honey and chocolate — apart from the regular malt.
CONSUMER BEHAVIOUR
porary packaging in hues of bright blue and orange. “We the brand would be in the second half of the year.
wanted to contemporarise Horlicks and make it more relevant. Apart from the new TVC, Daspupta elaborates that the
The brand had begun to look dated and was losing its signifi- company was also going to launch a school contact programme,
cance,” says Sucheta Govil, General Manager, Marketing, which would reach around three lakh school students. Also on
Nutritional Healthcare, and GSK Consumer Healthcare. “We the cards is Activity 2003, a talent hunt programme, targeting
ourselves participated in the research exercise and literally peeped 1.5 million students, across 3,000 schools in eight cities. The
into the kitchen shelves to find out what the consumers were finals of Activity 2003 will be conducted in Bangalore.
looking for, as the expected growth was not happening for
Expressing his views on Horlicks’ new strategy of addressing
Horlicks.” Govil says that the new Horlicks, whose focus is on
kids instead of mothers, Jagdeep Kapoor, Managing Director,
flavours, with its nutritional constituents remaining the same, is
Samsika Marketing Consultancy, says, “Horlicks has always has
the tastiest ever Horlicks. “In fact, Chocolate Horlicks has been
been a mother and child brand and the reason why it has always
rated as the best chocolate drink in milk in the blind consumer
worked so well is because the child relished the taste, and the
research.”
mother liked the nutritional values of the product. Therefore,
While Tata Elxsi has designed the product packaging, J. Walter the company should never ignore the mother and only focus on
Thomson has done the pack designing. “We had 12 design the child. The mother is like a gatekeeper, who allows the entry
concepts from JWT India and Badge Consulting, UK, and of the product into the house because of its nutrition values.
finally decided on a JWT design,” says Govil. She claims that The child is only the user.”
the consumer research findings show the new avatar of Horlicks
Kapoor says that the new packaging and the new flavours are
has the highest shelf appeal and maximum visibility.
no doubt exciting, but the company at no point of time should
let the credibility of the brand suffer by positioning it as a kids’
brand. “They should instead contemporarise the brand by
getting a contemporary mother to endorse the brand,” he says.
Concurs an analyst with a leading brokerage, “Horlicks has
always been considered a convalescent brand and a brand
primarily for the elders. By focusing just on children, the brand
is at risk of losing its existing target audience.”
The Horlicks re-launch follows the re-launch of Boost, which
comes under the brown malted drink category. It was re-
launched by GSK late last year with ‘power boosters’, which
include copper and Biotin. The new formulation was also
accompanied with a brand new packaging. Dasgupta says that
post the re-launch, Boost has grown by 11 per cent in the
malted brown drink category and is the leader of the category
Apart from the new flavours and attractive packaging, the brand
with a 14.2 per cent market share.
has also made a complete turnaround as far as its positioning is
concerned. The brand, which used to previously address The white malted category comprises 60 per cent of the overall
mothers, will now address the kids. Says Govil, “Our consumer Rs 1,200-crore HFD market, and Horlicks, along with Junior
research exercise pointed out that pester power played a major Horlicks, is the market leader with a 57 per cent market share.
role in buying decisions. From a HFD product like ours to While 45 per cent of the brand’s sales come from the South,
white-goods such as a computer or a TV, the children play a especially Tamil Nadu, 49 per cent of its sales is from the East,
major role at the entry level of any product.” while the rest is from the North and West put together.
Apart from this, the attitude of the mothers, says Govil, has With this re-launch, Govil hopes that the brand would grow
also changed. “The mothers today are no longer epitomes of this year in the range of 10 to12 percent, and position the brand
patience who would do anything to get their children to have as a pleasurable nutrition experience especially for the children.
healthy and nutritious food. Today’s mothers prefer to give Therefore no more pestering by mums and the kids can have an
their children what they like instead of wasting time and energy option between chocolate, vanilla and honey!
to force their children to have a health drink or a health food.”
The company’s communication strategy, therefore, focuses on
children who have an attitude - an attitude, which is positive,
livewire and spirited. This has been projected in its TVC, which
will be aired across all channels and would also be backed by an
extensive print and outdoor campaign.
Says Anindya Dasgupta, Marketing Manager, GSK, “While the
first phase of the campaign would talk about the re-launch of
Horlicks, the second phase will talk about the new features of
A theory concerned
Holds that discomfort or with how people assign
dissonance occurs when casualty to events and
Cognitive
a consumer holds Attribution form or alter their
Dissonance
conflicting thoughts Theory attitudes as an outcome
Theory
about a belief or an of assessing their own
attitude object. or other people’s
behavior.