Question

Attitudes toward products or companies often affect consumer behavior. The three components of an attitude are cognitive, affective, and behavioral. Briefly describe how a beer company might alter the cognitive and affective components of consumer attitudes toward beer products and toward the company. (70 words or more)

Answer 1

Answer: The cognitive component of attitude is formed from the beliefs and thoughts of a person. The affective component of attitude is formed from the emotional reaction that one has for a person or thing. The company can change both these components of the attitude by effective promotional campaigns. The company needs to first establish the general beliefs and emotional predisposition of the consumer about beer as a product and about the company. Based on it should create a promotional campaign that will counter the existing beliefs of the customer and attempt to change them as per company’s requirement by providing suitable information. Similarly creating emotional appeal and by capitalizing on their current emotions, promotional messages aimed at getting favorable emotional response can be developed. Thus by creating an appeal to the belief system and emotions of the customers, the company may be able to alter the cognitive and affective components of the consumer behavior towards beer products and the company.