Marketing Communications

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Marketing Communications
Consumer Behaviour And Marketing Communication

FACTORS INFLUENCING CHANGEABILITY OF ATTITUDES

1. Attitude about a product or service is more subject to change through contradictory
   promotion messages when the existing mass of stored information about the product is small.


2. Attitudes that are closely related to the self-concept, important values or motives are the
   most resistant to change.


3. Attitudes that are highly interconnected with other attitudes in an attitude system resist
   change because a change in one attitude generally leads to a change in another.


4. Information advanced through promotion is more likely to be evaluated on its own merits
   and lead to attitude change when the person is open-minded and not closed-minded in
   his beliefs.

EFFECTING ATTITUDE CHANGE TOwARD A PRODUCT

These procedures could be followed to effect attitude change towards a product:

1. Provide new information to enlarge and change the cognitive dimension.


2. Attack the affective or emotional dimension of the attitude by associating the end state of
   change with the desirable consequence that results.


3. Induce the person to engage in attitude discrepant behaviour – something that contradicts
   his preferences. This may generate dissonance and lead to attitude change.

PROMOTIONAL APPROACH TO EFFECTING ATTITUDE CHANGE

These promotional strategies can be used by an advertiser to effect consumer attitude change:

1. Use a trustworthy and credible source.


2. Let the consumers draw their own conclusions.


3. Repeat the message to ensure reinforcement and avoid habituation. Habituation occurs
   when the ability of a message fails to attract attention as a result of excess repetition of
   such message.


4. Use two-way communications where possible, feedback analysis can reflect attitude change
   and its direction. This can be achieved using integrated marketing communication approach.