The two abstract approaches to changing attitudes are functional and cognitive consistency. Functional is the theory which stimulates the consumer towards retaining an attitude which creates the base for its own change. Whereas, while the stimulation is lost, the attitude becomes worthless. Primarily, it clearly states that when the consumer perceives an organization has no concern towards its motive it would be of no use. In contrary, cognitive consistency is when people establish the stability between their beliefs and attitudes. They adequately attempt towards balancing their beliefs through preventing information which is opposed to their belief system. Cognitive consistency is the theory which signifies a good way to look at why attitudes change. “In order to change attitudes through motivational change, promotion should be done on the basis of functional superiority, that is, that one company or product is better, faster, cheaper or easier to use than the other” (Barnes 73). For example, Lulu hypermarket is retailing Al-Safa chicken on a ‘buy one get one free’ offer, there is a high credibility towards the consumers from other competitors to tag along in response to the offer. In regards to the consumers perception, initially many consumers will shift their attitudes whether or not all financial organizations are the same, hence they would have a positive attitude towards the organization they feel best fulfils their needs. That is simply because the consumer seeks to ‘minimize harm’ and ‘maximize happiness’.
Brunswick, Frekel. "Origin of Consistency Models." 25 Sep 2008
Festinger, Reicken. "Cognitive Consistency and Attitudes." 25 Sep 2008
Barnes, James. Consumer Behavior and Financial Needs. Canada: CSI, 2002.
Berube, Nicole. Marketing....