Marketing: consumer behavior
Chapter 11 attitudes and influencing attitudes
Attitude is an enduring organization of motivational, emotional, perceptual, and cognitive process with respect to some aspect of our environment. By changing the attitude component, marketers often attempt to influence the consumer behavior in a different significant way. Though it may seem positive, in most cases the marketers are changing the behavior in order to sell their products only. They do so by first changing the consumers’ beliefs. After that they try to shift the importance, as well as add additional beliefs and change the ideal. Olay, a skin care product company, portrays a new facial cleanser in an advertisement. The advertisement portrays the famous singer Carrie Underwood with a reinforcing statement that states, “ it takes a team to make me glam, but just one cleanser to keep my skin clean and fresh.” This may change a consumer’s belief by some sort of expected evidence Underwood’s clear and clean skin. This is also an easier task, since the marketers are targeting young adults reading fashion magazines, and desperate to contain or maintain a certain look. The attitude of the consumers is emerged by the portrayal of the Olay cleanser as the solution to everything, almost as if it works like magic, which may be also adding specific beliefs. The worst part about these advertisements is that these new beliefs that are added or changed may not always be true. In this case, the cleaning product my keep a skin fresh and clean however, it cannot be suitable for every skin type and therefore it shouldn’t be expressed the way it