Question

4. Apart from the Elaboration Likelihood Model and Balance Theory, choose one other attitude change theory. Use this theory to explain how Under Armour changed/can change consumer attitudes.

Answer 1

Under armour up until recently was a relatively unknown brand, ones evoked set for sporting wear mainly consisted of Lorna Jane, Nike and Adidas. Marketing strategies have assisted in the formation of positive brand attitudes; Under Armour has paired their brand with media figures impacting the brand personality affecting the way the consumers feel towards their products. Positive association to external mediums such as actors, movies and sporting stars and organisations has enabled Under Armour to form a reputation based off its media personality, rather than performance attributes.

Consumers base their behaviour off popular media icons and by impressionable and popular individuals, people want the latest and greatest sporting wear because Kobe Bryant or Steph Curry have them or are advertised using these products. What stood out to me was Dwayne Johnson aka The Rock in the latest fast and the furious movie. The Rock is renowned for wrestling and his appearances in many action-based movies, throughout the entire fast in the furious movie he wore an Under Armour shirt, approximately 3 sizes too small, regardless this positioning of their brand on an internationally recognized and respected actor in a movie with wide scale global exposure produces the credibility necessary to shift consumer beliefs. With a brand with limited current perceptions as it is new, there is a shift from no attitude to some attitude as a result of learning and in this case, consumers have seen the celebrity endorsements which lead them to believe the product is reputable rather than base their perceptions on first-hand experiences.

5 years ago i had no idea what this brand was and when a first saw it on the shelves it had no credibility or value in my mind. Over years of exposure my attitude towards this brand has grown, this has greatly been achieved through classical conditioning being the brand paired with popular media icons and complex cognitive processes which are those influences that have dictated my behaviours and acceptance of this brand based on my appreciation and respect for those media figures.

The S-O-R theory is used to explain consumers' attitude and buying intention influenced by congruent/incongruent advertisements and positive/negative publicity. The balance theory is used to explain relationships among celebrity, publicity, and consumers' attitude and buying intention.