"Attitude Change: Once formed, attitudes are enduring and consistent. However, this does not imply that they cannot be changed. Attitudes can be changed in the same manner as they are formed, i.e. through learning. They can be changed by bringing about a change or alteration in any one or all of the components that make up the attitude, i.e. knowledge, feeling and behavior. Bringing about, changes in any or all of the tricomponents, requires immense effort on the part of the marketer, who need to provide information via media as well as use reference group appeals and opinion leaders so as to influence modification of attitudes. Attitudes can be changed/ modified through various means. The marketer could take measures that can influence consumer attitudes, by bringing about a change in the consumers' opinions, beliefs or evaluation of the product. Some of the strategies that a marketer could take to bring about a change in attitudes or to influence attitudes (with relevant examples) are described below: 1. Bringing about a change in the product itself, and/ or the package: 2. Identifying evaluative criteria for the consumer: 3. Modifying or changing the criteria for evaluation: 4. Associating the product/ brand with an existing favorable attitude: 5. Changing the basic motivational function: 6. Changing consumer opinion and beliefs about competitor brands:Source: http://in.docsity.com/en-docs/Consumer_Needs_and_Involvment_-_Consumer_Behavior_-_Solved_Quiz_"
Add a comment