In the last video, we focused mainly on consumers perceptions.
In this video we are going to cover how attitudes are formed and
how can you maintain attitudes and from the perspective of the marketers,
how can you change these attitudes?
So usually consumers have certain overall impressions about different people,
about objects, about advertisements.
Or certain issues, maybe political, maybe religious, and so on.
And, in a way, consumers mainly try to maintain this attitude.
They are willing to maintain a status quo bias, and
we talked about this in a previous video.
And marketers, from their perspective, want to maintain these attitudes as well,
because if a consumer's attitude changes and if the consumer has a positive
attitude towards the product, then it's not good news for the company, right?
Companies also want to maintain this attitude.
Sometimes they do want to change this attitude and we'll talk about this soon.
But with regards to maintaining attitude,
there are mainly two techniques which the marketers can use.
The first one is called foot-in-the-door technique.
What do I mean by that?
Usually when a consumer has been given a particular message, what the marketer
tries to do is once the consumer has been captured, it's that message.
The repeated message.
Which keeps the consumer hooked to their product.
And this is called the foot-in-the-door technique.
The second one is called dissonance reduction.
What is that?
So dissonance reduction has to deal with the fact that the marketer tries to remove
all the extra noise which might affect the consumer's behavior.
So if there's a particular message focus, the marketer tries to maintain that
focused message and do not interfere that message with other additional messages.
And this is called dissonance reduction.
Now we mentioned earlier that apart from maintaining attitude it's important for
marketers to sometimes change the attitude of the consumers.
Because if you think about the scenario where the consumer might have
a negative attitude toward a product or a service or
a certain brand, it's important that the marketer tries to change that attitude.
This is done with what we call elaboration likelihood model.
So, what does the elaboration likelihood model do?
So, think about the marketer's perspective.
If the product is something which requires high involvement processing from
the consumers point of view,
which is a product, which requires an extensive decision making process.
In that case the marketer tries to put his arguments very clearly and
very articulately to the consumer so that he understands what
the product is about and preferably this way the consumerâs attitude
can be changed towards a favorable one from a unfavorable one.
On the other hand,
if we look at the product, which is a little bit of a low involvement product,
something like you go to a grocery store and buy your milk, eggs and so on.
In that case, of course the marketer doesn't need to be
very focus about the message he is trying to convey.
But he can give certain cues which maybe not focused on the attributes of
the product, but something that is peripheral.
Maybe he's trying to sell a product with certain big adds or
maybe two or catchy slogan and so on.
In this case, for this kind of low involvement processing products,
attitudes can be changed with this peripheral cues.
So this is what we have, our understanding of the attitudes,
tools or products for consumers, and
how attitudes can be maintained or even changed from the marketer's prospective.
In the next video, we are going to talk about more in terms of the business
markets because so far we are been focused on the consumer market solely, but
it's also important to look at the business markets.
And we are going to discuss what are the basic differences between consumer markets
and business markets.
And so I hope we are going to look forward to the next video.
Thanks a lot.
[MUSIC]
Shameek SinhaProfessor
