Formation of attitudes also explains how to change the attitudes but some other factors are involved. The research shows that –
Exposure
Merely, exposing a subject to stimulus (product/service etc) may be enough for the person to form positive attitudes towards the stimulus. Therefore in low involvement products like detergents, the most heavily advertised brands would become most familiar to the consumers, so most likely to be picked off the supermarket shelf.
Effective communication
For changing the attitudes of consumers it is essential to treat the process of change as a form of information processing that is being subjected to persuasive communications. So, advertisers need to use persuasive communications in their advertisement.
Cognitive dissonance
According to this, all people strive to be consistent, if they hold two psychologically inconsistent beliefs / ideas / values / attitudes at the same time or if their behaviour contradicts these cognitions, they will find a way of reducing tension. At this moment, marketer can come up with the benefits of the product, so the consumer can reduce tension by buying that product and dissonance stage ends.
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