Attitudes are overall evaluations that express how much we like or dislike an object or an action. Attitudes are learned, and they tend to persist over time. We also have attitudes toward brands, product categories, ads, people, countries, types of stores, universities etc. Attitudes guide our thoughts (the cognitive function), Influence our feelings (the affective function), and Affect our behavior (the connative function). Attitude changes are influenced by
* personal experience ,
* other sources of information and
Attitude change strategies:
1.Changing consumers basic motivational function.
2.Associating the product with an admired group or event.
3.Resolving two conflicting attitudes.
4.Altering components of the multi attribute model.
5.Changing consumer beliefs about competitors brands.
To change the attitudes of customers and win them over, we go for Comparative advertising. Comparative advertising:
Comparative advertising is an advertisement in which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to the product naming it.
The Federal Trade Commission (FTC) defined comparative advertising as “advertisement that compares alternative brands on objectively measurable attributes or price, and identifies the alternative brand by name, illustration or other distinctive information.” The effectiveness of comparative advertising appears to be influenced considerably by situational factors. Decisions about employing comparative advertising ought to be made at the brand level taking into account brand loyalty, competitive market position and audience characteristics. Types of comparative advertising :
Comparison: An advertisement may be compared to other brands either: a. Directly - when competing brands are named.