STRATEGIES FOR CHANGING
ATTITUDES AND INTENTIONS
Some strategies for influencing changes in consumers’ attitudes toward certain behaviors. Others strategies exist, however that accomplish changes in behavioral intentions without directly affecting attitudes.
There are two types of Strategies for changing attitudes and intentions.
1.:- Low Involvement Strategies
2.:- High Involvement Strategies
LOW INVOLVEMENT STRATEGIES
Potential low involvement strategy may be to change consumers’ attitudes by using so called peripheral cues to encourage favorable reactions towards advertisements used to promote the brands. Such cues might involve use of pictures, color, attractive spokespeople or characters, creative placement of ad components, and music in broadcast ads.
1:- LINK THE PRODUCT OR SERVICE TO AN INVOLVING ISSUE:-
Because issues are often more involving than are products, this linkage could increase involvement regarding the product. Linking a breakfast cereal to problems of deficient performance among school children who have not had a wholesome breakfast would be one example.
2:-LINK THE PRODUCT TO A PRESENTLY INVOLVING PERSONAL SITUATION:-
On some occasions, a message can be targeted to audiences at the time they are engaged in a activity related to product. An example might be radio advertisements for a suntan lotion during midday hours of summer weekends.
3:-DEVELOP HIGH INVOLVEMENT ADVERTISEMENTS:-
The use of humor, dramatic events, or other methods can create an involving advertisement to which the product then could be linked. Example may be the active scenes in many sportswear commercials on television.
4:-CHANGE THE IMPORTANCE OF PRODUCT BENEFITS:-
This option is quite difficult to pursue, because it attempts a frontal attack on consumers’ perceptions of product benefits. For example if consumers could be convinced that the fiber content in dried cereal is very important to their health, they might become more...