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Attitude is the hypothetical construct which people form representing an individual degree of like or dislike of a commodity. Attitudes take the form of positive and negative views towards the commodity or an event. This event of commodity that attitude is formed towards is known as attitude object. Therefore, attitude can be described as a reflection of how people think about commodities and the way their thinking about the commodity affects their behaviour.Those brands that consumers form positive attitudes towards are the ones that consumers buy. Effective marketing campaigns that are able to be emotionally noticed by consumers are the ones that get noticed by consumers quickly. These are the marketing campaigns that have a reflection of the needs of the consumer. Therefore, attitudes are judgments developed based on ABC model, which stands for affect, behavior and cognition. The affective response is the emotional response, which shows the degree of preference of a commodity. The behavior intention is the typical behavior, which a consumer shows towards a product. The cognitive response is the cognitive evaluation of the commodity, which includes the belief that a consumer has towards the product. It is the attitude that consumers have towards a product that makes them accept or reject a product in the market. (Hoyer, pg 122-123).

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There are communication characteristics that contribute to formation of either positive attitude or negative attitude towards a product. Attitudes to wards a product can be changed by use of persuasive communication. This is where the marketer uses a language that is persuasive to make people change their attitude towards a product or to make the consumers to change their attitudes towards a products (Wänke, pg 36-37). For example, if it is a certain drug the marketer should use a very persuasive language by showing the consumer how the drug will heal a certain ailment quickly, without negative effects and by explaining why the drug is much better than other drugs in the market. The message should have persuasive characteristics because the message characteristic plays a role in persuasion. Sometimes it also becomes important to present the two sides of the product. For example, by showing the positive and the negative effects of using a certain product and how to prevent negative effects. Presenting both sides of the story of a product is useful in helping to change attitudes towards a product.

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The message that is presented to wards a product should also be appealing to the consumers. Messages that are appealing help to change the attitude in regard towards a certain product because it touches the emotions of the consumers. For example, communication through the media which are directed towards advertising a detergent whereby sample of clothes washed by using the detergent are shown and those that are  not washed with the detergent. This would attract the attention of the consumers who will like to use the detergent to test the product. If the results, which are shown in the advertisement, are true, the consumer will definitely form a positive attitude towards the product and if the consumer had negative attitude towards the product then this would leads to change of the attitude towards the attitude towards the product.

The message that is communicated to consumers should be straight and to the point. Consumers tend to be attracted to messages that are short. Long messages make the consumers loss concentration and therefore fail to understand. For example, when explaining the use of a new brand of cell phone it is important for the message not to have difficult technological terminologies, which many consumers may not understand. Use of such language may make the consumers lose interest and have a negative attitude towards the brand. It is good to use a simple language that consumers are able to understand quickly. This will work towards enhancing formation of positive attitude towards the commodity.

References

Hoyer Wayne. Consumer Behavior, 3rd edition, New York, engage Learning, 2008 pg 122-123

Wänke Michaela. Social psychology of consumer behavior, New York, CRC Press, 2009 pg 36-37

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Examining how employees affect consumer behavior and what can be done to increase their effectiveness

Summary I am going to discuss how employees affect consumer behavior and what I believe are the best ways to improve their effectiveness. I will be drawing upon my experiences as a consumer and working in a retail environment. Comments No one fulfills your corporate philosophy or promotes your products and services more than your employees. They are like ambassadors representing the United States when the president can not be there in person.

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You need them to act on your behalf when dealing with customers. If the customers aren’t treated well once in your store or business, what good does it do to use marketing to get them into your store or business. You also have the problem of each customer who was treated poorly, telling other people about their bad experience with your company. This might not seem like a big deal, but it is and it’s even worse when people are telling others how great your competitor treated them. I’ve had a few experiences where I have felt that I haven’t been treated properly or fairly by store employees.

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Most of the time I’ve been able to find another person to help solve my problem and I was able to walk away from a satisfied customer. There are some instances when I have consciously gone to a competing business, because of the way I was treated. I know I am not the only person who does this, so I feel it is very important to have a workforce that helps market your products, by being friendly and knowledgeable. This will prevent customers from turning away from your products and services. Ask your workers if they would recommend your product or service to their family and friends.

If your people lack confidence in your company, you need to find out why and fix it. You want them to be proud to use your product or service so they can convey this feeling to the customers. Some of the things that turn off consumers are long lines and employees who don’t pay attention or just go through the motions. Rudeness, impatience, and judgmental remarks are very damaging to your company image. Workers who are poorly trained or don’t know about your product or service serve no purpose and let down customers. Lies, dishonesty, and promises that are broken cost companies a lot of business when you look at the long run. Ask your workers if they would recommend your product or service to their family and friends.

If your people lack confidence in your company, you need to find out why and fix it. The first thing you need to do is let your employees know what you expect of them, how much individual judgement they can use, and what the rewards will be. Giving employees some flexibility in handling problems lets them know that you trust them. Employees should know your companies products or services, the company philosophy, and your industry. Make it clear to your employees how important customer service is to everyone’s future. Make sure that your employees have been trained properly and have all the resources they need to do their jobs. Include them in decision making and explain company policies. Assure them that the will be backed, when a quick response was needed to satisfy a customer. Explain to them the basics of social interaction, like smiling and eye contact.

Most importantly be a good example. Have your best worker train the others in your organization and offer additional training and development. Seek out opinions and ideas and let them feel needed. You need to reward employees for their great service. If their behavior isn’t supported and rewarded they will never change. Give them handwritten thank-yous and acknowledge them publicly when possible. When all else fails to offer monetary bonuses. The concept of employees as marketers is a rather new one, but it is very imported if you want to have a successful business.

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Kylie Garcia

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