Question

Describe one attitude-change strategy that could be suggested by the results of a study of consumer behavior using multi-attribute attitude models. If possible please provide an example of an advertising campaign that uses this strategy.

Answer 1

Attitude change strategy is widely used as a key strategy for maketers. There are various attitude change strategy like :-

1)Changing the consumer’s basic motivational function

2) Associating the product with an admired group or event

3) Resolving two conflicting attitudes

4) Altering components of the multi attributes model

5) Changing consumer beliefs about competitors’ brands

Out of this the one which i will focus on is Associating the product with an admired group or event. It is believed that attitude is related to some extend to certain group, or any social cause or event. It actually alter the attitude towards companies and the product and services. The is a sence of connection with the group which is created by this attitude.

The example can be the a program which was sponsored by Crest Sponsors that promotes good oral care to children through the Boys and Girls Clubs of America. The tried to connect to young children through this.