How to Change and Maintain Consumers’ Attitudes?

Why: Consumers’ attitudes influence their buying decision.

Change the Attitude

For a high-involvement product like electronics. The message focuses on the arguments that explain the product’s features, the benefits of the product, and how this product is superior to a competing product. 

For a low-involvement product category like milk. The message should focus on peripheral cues more than arguments. Something catchy to get the consumer’s attention.

Maintain the Attitude

Foot-in-the-door technique

After acquired a particular consumer, they gained entry into the consumer’s mind. Therefore, what we want to do next is to emphasize the small entrance by offering good deals such as discounts on the first purchases or free trials.

Dissonance Reduction

Here, as a marketer, you try to avoid inconsistency in messages. That is, you do not provide them different messages, which might lead to consumer confusion.

A consistent message makes sure the consumer slowly develops into a loyal consumer.

Conclusion

We learn from the Prospect Theory of Bounded Rationality that customers tend to maintain the status quo bias. Therefore, as a marketer, you should send out the right message according to your product type. And make an effort to keep them consistent.

Reading material: “Consumer attitudes and perceptions on sustainability” GSi June 2010, the Guardian News and Media consumer Brand Aid Panel.