CHANGING ATTITUDES TO MAKE A SALE
There are three ways of changing a person’s attitude toward something:
- Exposure: The more something is seen, the more likely a person’s attitude might change toward that product or service. Seeing a brand name or a product repeatedly may be sufficient to raise enough interest for a consumer to purchase and try a product.
- Persuasion: Awareness alone is sometimes not enough to change an attitude. Often the potential customer also needs to be persuaded by presenting reasons why a consumer should buy and try.
- Cognitive Dissonance: This theory says “because people have a powerful drive to be consistent, when they hold two conflicting opinions they need to find a way to resolve the resulting tension”.
Eg. A person believes a product they have used for years is very good; but then as a result of persuasive advertising, believes a new and competing product is equally good. In this situation they have equal reason to use both: but they only need one. In such a situation, they need to find a reason to choose one rather than the other.
PRACTICAL APPLICATIONS TO MARKETING
Here are some ways you might approaching changing a client or customers attitude:
- Strengthen an existing attitude. Market leaders are generally more interested in strengthening consumer attitudes rather than changing attitudes or developing new attitudes. (eg. Coca-Cola will want people to think more highly about Coca-Cola rather than differently)
- Develop a change in attitude. Products that have a less significant place in the market may focus more on developing a new or different attitude.
- Increase Involvement. Get people to feel more involved. eg. Raise awareness of environmental benefits so consumers consider an additional issue when making a decision about the product.
- Focus on changing several different attitudes toward a product. Don’t just change one aspect of consumer attitude: try to change several aspects…and think about engineering an appropriate mix of attitudes.
WANT TO LEARN MORE?
Consider reading a book (visit our Online Bookshop)
or doing a distance education course, such as Marketing Psychology or Sales Skills.
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