The document discusses various attitude change strategies that marketers can use to influence consumer attitudes. It notes it is easier to change beliefs about a brand than feelings toward the brand. It is also easier to change attitudes for low-involvement products where consumers are less committed to a brand. The document outlines strategies like changing brand beliefs, the importance placed on product attributes, and overall brand evaluations. It also discusses theories of attitude change like cognitive dissonance theory and attribution theory.

1. communication skills

2. ATTITUDE CHANGE STRATEGIES

3. AIM: Is to affect alteration of consumer attitude &Reinforcing the existing positive attitudes about their brands .

8. Change Weak Attitude Than The Strong Ones.

9. Fishbein’s Multi-attribute Models & Attitude Change

10. Changing Values placed on Product Attributes Marketers often try to convince Consumers about the superiority or importance of those attributes on which their brands are relatively strong.

11. The strategy of changing beliefs focuses on Shifting beliefs about the performance of brand on one or more attributes. Changing Consumers’ Beliefs Alternatively, marketers attempt to shift the importance consumers place on certain Attributes to those attributes on which their brand is stronger

12. Changing Brand Evaluations This strategy focuses on influencing Consumers’ overall brand attitudes without any reference to specific Attributes.

13. Changing behaviour According to D S Kempf, behaviour can lead directly to affect , to cognitions, or to both at the same time.

14. Katz Functional Theory And Attitude Change

16. This approach of changing attitude is based on cognitive needs of consumer. Changing Attitude Through Knowledge Function

19. It is difficult to change value expressive function because these relate to personal values and are very important to people Changing Attitude Through The Value-Expressive Function

20. Counter Argument Support Argument Source Bolsters Source Derogations

22. UNDER LOW INVOLVEMENT CONDITIONS, MARKETERS MAY ATTEMPT TO DISCOURAGE SOURCE DEROGATORS AND INCREASE SOURCE BOLSTERS.

24. COGNITIVE DISSONANCE THEORY (LEON FESTINGER) The probability that consumers will experience dissonance and the intensity of this dissonance depends on…

25. “ The degree of commitment.”

26. The importance of decision. If the purchase decision is more important, it is more likely that the consumer will experience dissonance e.g. Television

27. The difficulty of choosing among alternatives. If it is difficult to choose among alternatives, it is most likely that the consumer will experience dissonance e.g. Washing machine

28. The individual’s personal characteristics.

29. FIVE STRATEGIES TO REDUCE DISSONANCE : Kenneth B Runyon Marketers can relieve consumer dissonance by adopting several strategies