Attitude and Change

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LESSON 16: ATTIT ATTITUDE UDE FORM ATION ATION AND CHANGE Introduction How do people, especially especially young young stud ents like you, form your initial initial general attitudes toward “ things”? Consider your attitude toward cloth ing you wear wear such as casual wear, wear, and formal f ormal wear. On a more specific level, how do you form attitudes toward Woodlands, or Will life style, or Lee casual wear, or Allen Solly formal clothing? Also, what about where such clothing is purchased? Would you buy your casual wear, and formal clothing at Shopper’s Stop, Lifestyle, or The Metropolitan? How do family members and friends, celebrities admired by you, advertisements, advertisements, influence the formation of you att itudes concerning consuming or not consuming each each of t hese types of apparel items? Why Why do some attitudes seem to persist indefinitely, nitely, while others change ch ange very often? The answer to t o all these questions are of great importance to marketers, since without knowing how attitudes attitudes are formed, t hey are unable to understand or t o influence consumer attitudes or behaviour. The above is also true of attitude change, i.e., attitude changes are learned; they are influenced by personal experience and other sources of information, and personality affects both the receptivity and the speed with which attitudes are likely to be altered.

Objectives After completing this lesson you you should sho uld be able to: •

Understand the concept of formation of attitudes

•

Identify the circumstances and reasons for attitude changes

•

Formulate strategies for changing attitudes

1 . Ho w a r e a t t i t u d e s fo fo r m e d ? We examine attitude formation by dividing into three areas: how attitudes are learned, learned, the sources of influence on attitude formation, and the impact of personality on attitude formation. 1.

How atti attitud tudes es are are lea learne rned: d: 1) The shift shift from having having no attitude toward toward a given given object to having an attitude is learned. The learning may come from information exposure, consumers’ own cognition (knowledge (knowledge or belie b elief), f), or experience. 2) Consumers Consumers may may form an an attitude before or after after a purchase.

2.

Sources of influ influence ence on attitude attitude forma formation: tion: personal personal experience, friends and family, family, direct marketing, or mass media.

3.

Personal Personality ity factors: factors: such such as high/ high/ low need for for cogniti cognition on (information seeking), and social status consciousness

1.1 Learn ing of Attitud Attitud es By formation o f attitude, we mean a situation, where th ere is a shift from h aving no attitude att itude towards a given given object to having some attitude toward it. This shift from no attitude to an attitude or the formation of attitude is a result of learning. Attitudes are generally generally formed th rough: •

Repeated exposure to novel social objects,

•

Classical Classical conditioning, condit ioning,

•

Operant conditioning and

•

Exposure Expo sure to live live and symbolic models. models.

Consumers generally purchase new products that are associated with a favorably viewed brand name. Their favorable attitude toward the brand name is frequently the result of repeated satisfaction satisfaction with other p roducts pr oduced by the same company. In terms of classical conditioning, an established brand name is an unconditioned stimulus that has resulted in a favorable brand attitude th rough past positive reinforcement. reinforcement. A new product, which is yet yet to t o be b e linked linked to t o the t he established established brand, would would be th e conditioned impulse. For Fo r example, by giving giving a new n ew anti-wrinkle lotion the benefit of its well-known and respected family family name, John Johnson son & Johnso n may be count ing on an extension of the favorable attitude already associated with the brand name to the new product. They are counting on stimulus generalization from the brand name to the new product. It has been shown by research research that the “fit” b etween etween a parent brand like in the case of J&J and a brand extension, for instance, J&J’s anti-wrinkle, is a function of two factors: (1) the similarity between the th e pre-exi pr e-existing sting product pro duct categories already already associated associated with the parent brand and the new extension, and (2) the “fit” or match between the images of the parent brand and the new extension. At times, attitudes follow the purchase and consumption of a product. For example, a consumer may purchase a brand-name product without without having a prior attitude to wards wards it, because it is the only o nly product availabl availablee like like the last bo ttle of shampoo in a hotel hot el store). Consumers sometimes make trial purchases of new brands from product categories in which they have little personal involvement. If they find the purchased brand to be satisfactory, then th ey are likely likely to develop a favorable attitude toward it. Life is too complicated to predict what attitudes will persist and which will will change but early sociali socialization zation experiences do shape attitudes. 1.2 Sources Sources of Influence Influence on Attitud Attitud e Format Format ion The formation of consumer attitudes is strongly influenced by personal expe rience, rience, th e influence of fam ily and and friends, direct marketing, and mass m edia. edia. Attitudes towards goods and services are primarily formed through thro ugh the consumer’s direct experience

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What sources sources influence influenced d you you attitude attitude about this this course course before classes started?

Has your your initia initiall attitude attitude changed changed since since the course course starte started? d? If so, how?

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1.3 Persona lity lity Factors We know that the personality of each individual is different and it plays a very crucial role in formation of attitude. Say for example, if you have a high need for cognition, i.e., you crave for information and enjoy thinking. Then you are likely to form a positive attitude in response to ads or direct mail that are rich in product related information. On the other hand, your friend Ravi, Ravi, who is relatively low low in need for cognition, is more likely to form positive attitudes in response to ads that feature an attractive model or well-known celebrity.

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S U Activity 3 M A. Using Using the Internet, Intern et, find two advertisements that are t rying rying ER to p ersuade you. you. Try to find an advertisement advertisement that is trying trying BE to persuade you to buy something and one that is trying to H A V persuade you you to t o do something (e.g., vote for someone, IO donate money to something). U R

A ct ct i v i t y 2 Describe a situation in which you acquired an attitude toward a new product through exposure to an advertisement for that product. D escribe escribe a situation where you you formed an attitude toward a product or b rand on t he basis of personal influence. influence.

B.

Determine what processing route the ads are trying to use and h ow effective itit might might be. Also try to generate generate some ideas about how h ow a consumer could resist resist the advertisement’s persuasive tactics.


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You will be asked to share your ads, your analysis of the processing route the ad is trying to use, and your ideas about how h ow a consumer consu mer could resist the ad’s ad’s persuasive persuasive tactics with the rest of the class.

3 . S t r a t e g i e s o f A t t i t u d e Ch Ch a n g e Bringing about a change in the consumer attitudes is a very important strategic consideration for us marketing people. When When the t he product prod uct or brand is the market market leader, the marketers will will work work at ensuring that t heir customers continue t o patro nize their product pro duct with t he existing positive positive attitude. Such firms also have to ensure t hat their th eir existing existing loyal loyal customers customers do not succumb to their competitor’s attitude change ploys. But it is the firm whose is not the brand leader, which tries to adopt marketing strategies so as to change the attitudes of the market leaders, leaders, customers and win win t hem over. Among th e attitude change strategi str ategies es that are available available to them th em are: 1.

Changi Changing ng the consume consumer’ r’ss basic basic motivati motivational onal function function

2.

Assoc Associa iating ting the product product with with an admir admired ed group group or event event

3.

Resol Resolvi ving ng two two conflic conflictin ting g attitude attitudess

4.

Alteri Altering ng components components of the Mul Multia tiattrib ttribute ute model, model, and and

5.

Changi Changing ng consume consumerr belie beliefs fs about about competitor’ competitor’ss brands. brands.

Now let us look at each of these strategies in greater details. 1. Chan Chan ging th e ba sic sic motivational function: This strategy calls for changing consumer attitudes towards a product prod uct or brand by making making a new need prominent. prominen t. One On e such method changing motivation motivation is called called the functional approach. As As per this approach, attitudes can be classified in terms of four functions, viz: 1.

The utilitarian utilitarian function

2.

The ego defens defensiv ivee funct functio ion n

3.

The val value ue - exp expre ress ssiive func functi tion on

4.

The Know Knowlledg edge func functi tion. on.

The utilitarian function: A consumer develops a brand attitude because of its ut ility. ility. In ot her words; we develop develop a favorable altitude altitude towards a prod uct because of its utility utility function.

So marketers try to change consumer attitudes in favor of their products or brand by highlighting highlighting its utilitarian utilitarian purp ose, which they (the competitors consumers;) may not have considered. Jyothi L aboratories aboratories have positioned’ Ujala’ as “Neel For example, Jyothi jo Neela nahi’” (Neel which is not blue) and also the cost benefit (only Rs 7) is given as the utilitarian benefit; individuals want want to protect prot ect Ego d efensive efensive fun ction: Most individuals their self-image. They want re-assurance about their self-image from inner feelings or doub ts. Firms marketing personal care care and cosmetics try to appeal to this need and develop a favorable attitude change towards their products o r brands b y communicommunicating a re-assurance to the consumers self concept. Say For ‘D ove soap speaks about the skin’s dryness which is instance, ‘Dove taken care by the moisturizing content in the Dove Soap or L ife buoy Gold G old soap soap talks of th e teenager’s teenager’s concern about pimples, pimples, and the mother states that “t here is nothing you you can .do about it” buoy and reassures by stating ‘you can take care by using using L ife buoy Gold soap”. Such advertisements show understand ing and reassurance reassurance to t he pot ential customers. customers. The value expressive function: A. consumer develops an attitude based on his general value, value, life life style style and outloo k. If


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the target con sumers hold a positive attitude towards being fashionable, then they will have a positive attitude towards high ussen, L ouis Phillip etc etc., ., fashion clothes e.g. V an H ussen, motorcyc ycle le is targeted at The advertisement advertisement for Y amaha R X G motorc young people who are outgoing and pr efer a powerful bike. The perfect harmony. Breathtak ad claims “ M an, machine and natu re in perfec ing power, unbeatable performance”.

T he knowledge function function: Human nature is such that individuals prefer to know and understand the people and things they are in contact. While product positioning, marketers try to do this and improve the consumers attitude towards their product or brand br and by highlig highlighting hting its benefits over competing brands. For instance, in a highly competitive market, Ora1-B toothbrush emphasizes on its ‘indicato ‘indicator’ r’ which which will tell the users the time when they are required required to change the tooth brush.

Since different consumers may Combining several functions: Since have developed developed positive or n egative egative attitude to wards wards th e same product or service, firms could use a functional frame work for A sian sian paints paints examining examining the consumer attitudes. Fo r instance, A have highlighted the usage of their paints to harmonise the home coming of the son on the festival day, when the house has been colorfully re-painted with Asian paints. This ad talks of many functions - it h ighlights ighlights that -the product works well well functions), the (has many colour colour comb inations) (the utilit arian functions), th e second is the inner joy and confidence (because (because a proper welcome welcome can can be accorded to t he son coming home with with the various colourpaints giving giving the house a new look) (value expression function) 2 . As As s o ci cia t i n g t h e p r o d u c t w it h a n a d m i r e d g r o u p or event At times attitudes come to be attached to certain groups, social events or causes. So So marketers could co uld try strategies whereby their product or service comes to be associated with certain events, social groups or causes. For example, ‘Titan ‘Titan Cup’ is associated with cricket. Through sponsorship of the deep purple and Bon Jovi concerts, BPL has established a positive attitude in odrej consumer mind. “N obody entert ains you you like BPL” BPL” or G odrej reetings positions itself with po sitive beauty pageants. pageants. CR Y gree cards is associated with a cause, all contributions go to the UNESEF. 3. Re s o l vi vin g t w o co n f li lict i n g a t t i t u d e s Marketers also try to take advantage of actual or potential conflict between attitudes. At times firms make consumers see that their t heir attitudes towards a brand is in conflict with with another ano ther attitude, and then they maybe inclined to change their evaluation of the brand. For example, your mother may be choosing a cooking medium, which adds to the taste. And this attitude exists right from fr om the t he ‘Dalda’ days. However, Marico Marico industries ind ustries created a heart h eart stopping sto pping commercial for its ‘Saffola’ ‘Saffola’ cooking oil to resolve the conflicting attitude that ‘Saffola’ oil though healthy oil is not particularly tasty one. The advertisements of ‘Saffola’ was shown in a series of shots, depicting a middle aged man being rushed to hospital and wheeled into the operation room and he suffers a heart attack, while his panic stricken wife waits waits fearfully, fearfully, drove dro ve the message. message. And there t here was a voice over

referring to Saffola’s product benefit-”There are many things in your husband’s life that you cannot control. Saffola: it’s your life insurance”- struck up an immediate association with safety and relief.

S U M E R 4 . Alt e r in in g c o m p o n e n t s o f t h e M u lt lt i a t t r ib ib u t e m o d e l BE H In the earlier lesson we discussed discussed a number o f Multiattribut Multiattributee A V models, which have implication for attitude change strategies. IO To b e more preci pr ecise, se, these models provide us with additional U R insights as to how to bring about attitudinal change:

(1). (1). Changing Changing the relative relative evaluation evaluation of attributes (2) (2) Changi Changing ng brand brand belie beliefs fs (3) (3) Adding Adding an attribu attribute, te, and (4) (4) Changi Changing ng the overal overalll brand brand rating rating (1 ) Ch a n g in in g t h e r e l a t iv iv e e v a lu lu a t io io n o f a t t r ib ib u t e s

Consumer markets can be segmented in the same product category according to brands that offer different features or beliefs. For example, Moov, a balm to relieve pain in the back and Iodex to relive pain due to any inflammation or swelling like sprain etc. another ano ther example example we could take in t his case is when marketers persuade persuade consumers who prefer one version of the product say a professional 35mm camera “Yashika” to shift their attitudes to anot her version of th e product say ‘ an an automatic ready to point p oint and sho ot camera”-”Konika”. (2 ) Ch a n g in in g b r a n d b e li lie f s

This calls for changing attitudes of consumers by changing beliefs beliefs or perceptions about the brand br and itself. itself. For example, example, P & icroshine detergent claims that this detergent is a G’s Ariel M icroshine tough cleaner, powerful stain remover, easy to use, unlike the other detergents, which only whiten the clothes. (3 ) Ad d in in g a n a t t r ib ib u t e

This means either adding an att itude that previously has been ignored ignored or one that th at represents an improvement or technological technological innovation. For instance, In itially itially Bournvita was was positioned as a superior pro duct to t o milk i.e., i.e., a health health b uilder. uilder. No w Bournvita’s advertisement claims it as necessary product or health builder containing vital calcium, vitamins and carbohydrates that is a must for growing growing children. (4) (4) Changing the overall overall brand rating rating

Altering the consumers overall assessment of the brand directly without without attempting to improve or change their evaluation evaluation of of a single brand attribute. Usually this strategy is used by using some form of global statement like “ this is the largest selling brand”. For F or example, the advertisement advertisement of “westar” dual time watches, from Westar) the world on your watch). (5)Chan 5)Chan ging consum er b eliefs eliefs ab out comp etitor’s etitor’s brands Usually it is seen that the attitude change agent is a wellrespected agent agent authority autho rity or peer group. Because Because the amount of attitude change is related to the credibility of the source of the message. message. The major pur pose of changing attitudes attitudes is t o eventually eventually change change consumer b ehavior. ehavior. Thus T hus an understanding of consumer att itudes towards their pro duct will will enable the marketer to adopt suitable strategies and create a positive image or attitude for that matter of their products in the minds of the consumer.


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Be h a v i o r Ca Ca n P re re c e d e o r F Fo o l lo lo w A t t i t u d e Formation

For this reason, it is crucial that marketers offer uniformly highquality products that allow consumers to perceive themselves as the reason for the success; that is, “I am competent.”

Cog nitive Dissona Dissona nce The The ory According to cognitive dissonance theory, discomfort discomfort o r dissonance occurs when when a consumer h olds confusing thoughts about a belief belief or an attitude object object (either before or after th e purchase).

Foot-in-the-door techniqu e—the foot-in-the-door t echnique, echnique, is based on the premise that individuals look at their prior behavior (e.g., compliance with a minor request) and conclude that th ey are are the kind of person who says “Yes” “Yes” to such requests (i.e., (i.e., an internal attribution).

Postpurchase Postpurchase dissonance occurs after the purchase.

Such self-attribution serves to increase the likelihood that they will agree to a similar, more substantial request.

The consumer is not h appy with with the pur chase—so they adjust their attitudes to conform to their behavior. Postpurchase dissonance is quite normal. Attitude change is frequently an outcome of an action or behavior. Dissonance propels consumers to r educe the unpleasant feelings created by the rival thoughts. Tactics that consumers can use to reduce dissonance include reduction:

By rationalizing the decision as being b eing wise. wise. By seeking seeking out advertisements advertisements that t hat support supp ort the origi or iginal nal reason reason for choosing the product. By trying trying to “sell” “sell” friends on the po sitive sitive features of th e brand. By looking to known satisfied owners for reassurance. Marketers Marketers can help h elp reduce postpurchase po stpurchase uncertainty un certainty by aiming aiming specific messages messages at reinforcing reinfor cing consumer decisi d ecisions. ons. Beyond these dissonance-reducing tactics, marketers increasingly are developing affinity affinity or relationship relationship programs designed to reward reward good customers and t o build customer loyalty loyalty and and satisfaction. Attribution Theory What does attribution theory say about attitude? Attribution theory attempts attempt s to explain how peop le assign assign causali causality ty to events o n th e basis of either th eir own behavior or the behavior of others. Self-Perception Theory

Self-perception Self-perception theoryaddresses individuals’ inferences or judgments as to the cause of their own behavior.

In t erms of consumer b ehavior, self-perception self-perception t heory suggests suggests look at and mak e judgme judgments nts that attitudes develop as consumers look about their own behavior . Internal and external attributions—attitudes develop as consumers look at and make judgments about their own behavior. These judgments judgments can be divided into intern al, external, external, and defensive defensive attributions. attr ibutions. Internal attribution —giving yourself credit for the outcomes— your ability, ability, your skill, skill, or your effort . E x ternal ternal attributio attributionn—the purchase was good because of factors beyond your control—luck cont rol—luck,, etc.

It appears that different size incentives incentives create different degrees of internal attribution that, in turn, lead to different amounts of attitude change. It is not the bigg b iggest est incentive that is most likely likely to lead to positive attitude change. What seems most effective is a moderate incentive, one that is just big enough to stimulate initial purchase of the brand but still small enough to encourage consumers to internalise their positive usage experience and allow a positive attitude change to occur. Attributions Tow Tow ard Othe rs

Every time you you ask “Why?” “Why?” about a statement or action of another or “others”—a “oth ers”—a family family member, a friend, a salesperson, salesperson, attribut ion t oward oward a direct marketer, a shipping company— attribut theor y is relevant. relevant. others theory Att ributions Tow Tow ard Things Things

It is in th e area of judging judging product performance that consumers attributions toward toward things. are most likely to form product attributions Specifically, they want to find out why a product meets or does not meet their expectations. expectations. In this regard, they could attribute th e product’s successful successful performance (or failure) failure) to the t he product pro duct itself, to th emselves, emselves, to other people or situations, or to some combination combination of these factors. How We Test Test Our Attribut Attribut ions

We as Individuals acquire conviction about particular observations by b y acting like like “naive scientists,” scientists,” t hat is, by collecting additional information in an attempt to confirm (or disconfirm) prior inferences. In collecting collecting such information, we often use the following: following: Distinctiveness—The consumer attributes an action action to a particular product or person if the action occurs when the product (or p erson) is present present and does d oes not o ccur in its absence. absence. Consistency over time —Whenever the person or product is present, the consumer’s inference or reaction must be the same, or nearly so. Consistency over modality—The inference or reaction must be the same, even when the situation in which it occurs varies. Consensus—The action is perceived in the same way by other oth er consumers.

Defensive attribution —consumers are likely to accept credit personally for success, and to credit failure to others or to outside events. © Copy Right: Rai University 150

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A ct ct i v i t y 4

7.

Tick on th e correct choice

Consume Consumers rs who who have a high high need need for cogniti cognition on are those those who:

1.

a.

Attitudes Attitudes are are formed formed by learni learning. ng. In terms of clas classi sica call conditioning, Oil of Olay, the well established brand, was using the brand strength as the unconditioned stimulus stimulus to introduce Oil of Olay body wash. wash. The unconditioned stimulus was was used to link the n ew brand to the established name, resulting in a favorable attitude. The company is hoping for _____ from the brand name to the new product. a.

c.

desir desiree the best best quality quality in the products products they they choose choose..

d. look for the best value value for the money. money. 8.

The follow following ing type of company company is is most lik likel ely y to go go after an attitude change market strategy: a.

stimu stimulu luss rec recog ogni niti tion on

the indust ndustry ry leade eaderr

b. stimul stimulus us genera generali lizati zation on

b. major major competi competitor tor of the lead leader er

c.

c.

atti attitud tudee expa expansi nsion on

9.

befor beforee usi using ng the produ product. ct. when heari hearing ng about about the product. product.

b. resolvi resolving ng two two conflic conflicting ting attitudes attitudes

d. all of the abov bove

c.

The formation formation of attitudes attitudes is strongly strongly influence influenced d by all all the following following except:

changing changing consumer consumer beli beliefs efs about competi competitor tor brands

d. all of of the the above bove 10. An effective effective attitude change strategy strategy is changing the basic motivational motivational function. According to this appro ach, attitudes can be formed into four functions; which of the followi following ng is not one of them?

a. pers persona onall expe experi rien ence ce.. b. influe influence nce of famil family y and frie friends. nds. c.

Which hich of the follow following ing is one one of the attitu attitude de chang changee strategies that marketers follow? a. assoc associa iating ting the product product with with an admire admired d group group or event

b. afte afterr usi using the the produ product ct.. c.

smal smalll sta startrt-up up busi busines nesss

d. all of of the the above bove

Attitu ttitude dess are are form formed ed:: a.

3.

are pas passive.

b. crave crave informa information tion and and enjoy enjoy thinking thinking..

d. atti attitud tudee stab stabiility ity 2.

mas mass me media dia.

d. how long the product product has has been been on the marke market. t.

a.

uti utilitari tariaan

b. egoego-de defe fens nsiive 4.

The prima primary ry means means by which which consume consumers rs form form their their attitudes is through _____. a.

cons consum umeer repo report rtss

b. fami familly infl influe uenc nces es c.

pers persona onall exp exper eriience ence

d. dire direct ct ma market rketiing 5.

Direct Direct marketi marketing ng efforts efforts have have an exc excel elle lent nt chance chance of favorably influencing target consumer’s attitudes because: a. direct direct marke marketing ting is favorabl favorably y looked looked upon. b. the mass mass scale scale of direct direct marketi marketing ng makes makes itit a dominant dominant player. c.

because because the products products and and servic services es offere offered d are highl highly y targeted to the individuals’ needs and concerns.

c.

know nowledge dge

d. persona personall exper experie ience nce 11. One of the strategies strategies for changing changing consumer attitudes attitudes is is changing changing the th e basic motivational function using four different functions. Ads for cosmetics and personal care products acknowledge the fact that people want to protect their self-images self-images from inner feelings feelings of doubt. This is consistent with which which basi b asicc motiva mot ivational tional functions? a.

ego-de o-defe fens nsiive

b. know nowledge dge c.


d. val value-e ue-exp xpre ress ssiive

d. Internet Internet adverti advertisi sing ng is is too clutter cluttered. ed. 6.

The closes closestt thing to direct direct experie experience nce infl influenc uencing ing attitud attitudee formation is: a. maga magazi zines nes and new newspa spaper per ads. ads. b. TV com comme merc rciials. c.

the the Int Inteerne rnet.

d. dire direct ct ma market rketiing. ng. © Copy Right: Rai University 1 1 .6 2 3 . 3

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12. One of the strategies strategies for changing changing consumer attitudes attitudes is is changing the basic motivational function using four different functions. An example of the _____ function is for Crest to point out how its new tooth brush is superior superior to all other toothbrushes in controlling gum disease by removing more plaque. a.


Key Terms •

The Utilitarian Utilitarian Function Funct ion

•

The ego defensive function

•

The value expressive function

•

The kno wledge wledge function

•

Brand beliefs

b. know nowledge dge

A r t i c le le # 1

c.

Ho r l i ck ck s In I n A Ne Ne w A v a t a r


d. val value-e ue-exp xpre ress ssiive 13. One of the strategies strategies for changing changing consumer attitudes attitudes is is changing the basic motivational function using four different functions. An example of the _____ function is for Celestial Seasons to point out that Green Tea is loaded with with antioxidants, which which are good for you. a.

From a boring nut ritional drink, GSK is trying to position H orlicks orlicks as ‘pleasur ‘pleasurable able nourishmen t’, t’, by launch launch ing it in vanilla, vanilla, chocolate and honey variants. variants.

Sucheta Govil, General Manager, Marketing, Marketing, Nutr itional Healthcare and Anindya Dasgupta, Marketing Manager, Manager, GSK.


b. know nowledge dge c.


d. val value-e ue-exp xpre ress ssiive 14. When When marketers try to persuade persuade regula regularr tea drinkers drinkers to “cross over” to becoming herbal tea drinkers, the company must utili ut ilize ze a strategy that: a. change changess the relati relative ve eva evalua luation tion of attributes attributes.. b. chang changes es brand brand beli belief efs. s. c.

informs informs consum consumers ers that that it has added added an an attribute. attribute.

d. change changess the overa overall ll rating rating of a brand. 15. 15. When HP challeng challenges es the notion that computers computers do not have to be difficult difficult to use by stating stating that th eir product “is as simple as duh,” it is altering a component of the multiattribut multiattributee model to t o change attitudes; whic which h st rategy is is it using? a. changi changing ng the relati relative ve eval evaluati uation on of attributes attributes b. chang changin ing g brand brand beli beliefs efs c.

addi dding an attri attribu bute te

d. changi changing ng the overal overalll brand brand rating rating 16. “The largest largest sell selling ing brand” and “the one all all others try to imitate” are claims used by companies trying to change attitudes by using the following strategy: a. changi changing ng the relati relative ve eval evaluati uation on of attributes attributes b. chang changin ing g brand brand beli beliefs efs c.

addi dding an attri attribu bute te

d. changi changing ng the overal overalll brand brand rating rating

Child: Ch ild: “H “H orlick orlick s is an old old person’ person’ss drink and I drink drin k it only bec because mama forces me to do so.”

Mother: “My kids drink whatever they feel like, and I wish they would ask for Horlicks.” GLAXO SMITHKLINE’S (GSK) consumer research findings clearly pointed out that the Horlicks users wanted a change. They wanted wanted a more spirited and happening drink in interesting flavours, instead of a drab nourishment drink. The 130-yearold Horlick Ho rlickss was beginning beginning to lose its sheen and with its growth being flat in the last one year, GSK felt that it was time to give its Rs 800-crore brand a facelift. The company comp any recently re-launched Horli Hor licks cks in three th ree new variants variants — vanilla, honey and chocolate — apart from the regular malt.


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The new Horlicks formulation is also accompanied by contemporary packaging in hues of bright blue and orange. “We wanted to contemporarise Horlicks and make it more relevant. The brand had begun to look dated and was losing its significance,” says Sucheta Govil, General Manager, Marketing, Nutritional Healthcare, and GSK Consumer Healthcare. “We ourselves participated in the research exercise and literally peeped into the th e kitchen shelves shelves to find out what the consumers were looking for, as the expected growth was not happening for Horlicks.” Govil says that the new Horlicks, whose focus is on flavours, with with its nutritional n utritional constituen ts remaining the same, is the tastiest t astiest ever Horlicks. Horlicks. “In fact, Chocolate Horlicks has been rated as the best chocolate drink in milk in the b lind lind consumer con sumer research.” While While Tata E lxsi has designed designed the t he product pr oduct packaging, packaging, J. Walter Walter Thomson has done don e the pack designing. designing. “We had 12 design design concepts fr om JWT India and Badge Consulting, UK, and finally decided on o n a JWT JWT design,” d esign,” says Govil. She claims that the consumer research findings show the new avatar of Horlicks has the highest shelf appeal and maximum visibility.

the product.” pro duct.” He says says that 70 per cent of the media spend on the brand would be in the second half of the year.

S U M Apart from the new TVC, Daspupta elaborates that the company was also going to launch a school contact programme, ER which which would reach around three lakh school student s. Also Also on BE H the cards is Activity 2003, a talent hunt programme, targeting A V 1.5 million students, across 3,000 schools in eight cities. The IO finals of Activity 2003 will be conducted in Bangalore. U R Expressing his views on Horlicks’ new strategy of addressing

kids instead of mothers, Jagdeep Kapoor, Managi Managing ng Director, Samsika Marketing Consultancy, says, “Horlicks has always has been a mother and child brand and the reason why it has always worked so well is because the child relished the taste, and the mother liked the nut ritional val values ues of the t he product. pro duct. Therefore, the company should never ignore the mot her and on ly focus on the child. The mother is like a gatekeeper, who allows the entry of the product into the house because of its nutrition values. The child is only the user.” Kapoor says that the new packaging and the new flavours are no doubt exciting, but the company at no point of time should let the credibility of the brand suffer by positioning it as a kids’ brand. “They should instead contemporarise the brand by getting a contempor contemporary ary mother to t o endorse endor se the brand,” he says. Concurs an analyst analyst with a leading brokerage, “Horlicks has alway alwayss been considered a conval con valescent escent brand and a brand b rand primarily for the elders. By focusing just on children, the brand is at risk of losing its existing target audience.”

Apart from the new flavours and attractive packaging, the brand has also made a complete turnaro und as far as its p ositioning is concerned. The brand, which used to previously address mothers, will now address the kids. Says Says Go vil, vil, “O ur consumer con sumer research exercise pointed out that pester power played a major role in buying buying decisions. decisions. From a H FD product like like ours to white-goods such as a computer or a TV, the children play a major role at the entry level of any product.” Apart from this, the attitude of the mothers, says Govil, has also changed. “The mothers today are no longer epitomes of patience who who would do anything to get t heir children to have healthy and and nutritious n utritious foo d. Today’s Today’s mothers moth ers prefer t o give their children what they like instead of wasting time and energy to force fo rce their children children to have a health health drink d rink or a health food.”

The Horlicks re-launch follows the re-launch of Boost, which comes under the brown malted drink category. It was relaunched by b y GSK late last year with ‘power boost ers’, ers’, which include copper and Biotin. The new formulation was also accompanied with a brand br and new n ew packaging. packaging. Dasgupta says that post t he re-launch, Boost Boost has h as grown grown by 11 per cent in the malted brown drink category and is the leader of the category with with a 14.2 per cent market share. The white malted category comprises 60 per cent of the overall Rs 1,200-crore HFD market, and Horlicks, along with Junior Horlic Hor licks, ks, is the market leader with with a 57 per p er cent market share. While 45 per cent of the brand’s sales come from the South, especially Tamil Nadu, 49 per cent of its sales is from the East, while the rest is from the North and West put together. With this re-launch, Govil hopes that the brand would grow this year year in the range of 10 to12 percent, and p osition the br and as a pleasurable nutrition experience especiall especially y for the th e children. Therefore no more pestering by mums and and the t he kids can have an option between chocolate, vanilla and honey!

The company’s communication strategy, therefore, focuses on children who have an attitude - an attitude, which is positive, livewi livewire re and spirited. This h as been projected p rojected in its TVC, which will will be aired across all channels chann els and would also be b e backed by b y an extensive extensive print and outdoor outdo or campaign. campaign. Says Says Anindya Dasgupt a, Marketing Manager, Manager, GSK, G SK, “While the first phase of the campaign campaign would talk about t he re-launch of Horlicks, the second phase will talk about the new features of


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C O N S U M

V IO U R

Point Point s To To Reme Reme mbe r

Four Basic Attitude Functions

E R B E H A

Issues in Attitude Formation The Utilitarian Function n The Ego-defensive Function n The Value-expressive Function n The Knowledge Function n

How attitudes are learned n Sources of influence on attitude formation n Personality factors n

Strategies of Attitude Change n n

n n

n

Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs About Competitors’ Brands

Elaboration Likelihood Likelihood Model (ELM) (ELM)

A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.


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Why Might Behavior Precede Attitude Formation? Cognitive Dissonance Theory n Attribution Theory n

Form Attitude

Cognitive Dissonance Theory

Postpurchase Dissonance

Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.

Attribution Theory

A theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.

Behave Behave (Purchase) (Purchase)

Form Form Attitude Attitude

Holds that discomfort or dissonance occurs when a consumer holds conflicting conflicting thoughts about a belief or an attitude object.

C O N

V IO U


155

S U M E R B E H A R

C O N S U M

V IO U R

Issues in Attribution Theory

E R B E H A

n

Self-perception Theory – Foot-InFoot-In-The-Door The-Door Technique Technique

Defensive Attribution

Attributions Toward Others n Attributions Toward Things n How We Test Our Attributions n

A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

Criteria for Causal Attributions

Self Perception Theory

A theory that suggests that consumers develop attitudes by reflecting on their own behavior.

Distinctiveness n Consistency Over Time n Consistency Over Modality n Consensus n


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Attitude and Change

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