Attitude Formation And Change Are Discussed In This

Attitude Formation And Attitude Change Are Discussed In This Module W

Attitude formation and attitude change are discussed in this module. When consumers hold a negative attitude toward a brand, firms should respond with some marketing activities, attempting to change consumer attitude. In this discussion board, your initial posts should include: Think about a brand you are familiar with and visit its website (e.g., Yankee candles' website) or other retailing websites that sell the brand (e.g., Amazon reviews for Yankee candles). Find one negative consumer review . Please first quote this review, and then write a response to the unhappy customer as if you were the customer service representative of the brand.

Next, discuss more generally how to improve consumers' attitudes toward the brand you select. Based on multi attribute attitude model, there are mainly five strategies: changing attitudes toward the product class or type, changing the importance consumers attach to one or more attributes, adding a salient attribute to the existing set, improving consumers' ratings of the brand on one or more salient attributes via more extensive or effective promotion, and lowering the ratings of the salient product characteristics of competing brands. Please choose one strategy to discuss in depth how to apply it to change the overall attitude consumers hold toward the brand you select.

Paper For Above instruction

For this assignment, I have selected Yankee Candle as the brand and examined consumer reviews on Amazon. I identified a negative review that illustrates a common consumer dissatisfaction. The review states: “I bought a Yankee Candle expecting a long-lasting, strong scent, but it barely smells, and it burns unevenly.” This review demonstrates a negative perception related to scent strength and burn quality, which are critical attributes for candles and significantly influence consumer attitudes.

Responding as a customer service representative, I would say: “Dear Valued Customer, we sincerely apologize that your experience with our Yankee Candle did not meet your expectations regarding scent longevity and burning performance. We take pride in our quality products and are committed to your satisfaction. To resolve this, we would be happy to offer you a replacement or a refund. Additionally, we appreciate your feedback and will share it with our product development team to improve future batches. Thank you for bringing this to our attention, and we hope to restore your confidence in our brand.”

Beyond addressing individual complaints, improving overall consumer attitudes toward Yankee Candle requires strategic marketing efforts based on the multi-attribute attitude model. This model suggests that consumer attitudes are shaped by evaluations of various product attributes and the importance assigned to each. For Yankee Candle, two critical attributes are scent strength and burn quality. To effectively change consumer perceptions, the company can choose one strategic approach: adding a salient attribute.

Adding a salient attribute involves introducing a feature that enhances the product's appeal and captures consumer attention. For Yankee Candle, this could mean emphasizing the inclusion of natural essential oils or eco-friendly materials, which resonate with current consumer trends toward health-conscious and sustainable products. Highlighting these attributes in marketing campaigns and product packaging can elevate the overall perception of the brand.

Implementing this strategy would entail reformulating certain candles to include natural ingredients that create a more intense and authentic scent experience. The company could also promote their eco-friendly practices, such as biodegradable packaging or sustainable sourcing of materials. Advertising campaigns across social media, in-store displays, and online reviews would focus on these salient attributes, informing consumers that Yankee Candle now offers a healthier, more environmentally friendly product with superior scent quality.

This approach shifts consumer focus from traditional attributes (cost, scent longevity, and burn quality) to the newly emphasized salient attributes. As consumers become more aware of these qualities, their overall attitude toward Yankees Candle would likely improve—perceptions of health benefits, eco-friendliness, and product authenticity would boost the brand's desirability. Furthermore, these salient attributes could differentiate Yankee Candle from competitors, making the brand more attractive to environmentally conscious consumers and those seeking high-quality, natural candles.

To support this approach, Yankee Candle should employ extensive promotional efforts—such as influencer collaborations, eco-focused advertising, and customer testimonials emphasizing the natural and sustainable aspects. Such initiatives can reinforce the salient attributes and positively influence consumer attitudes on multiple levels. Also, continuous feedback collection and quality assurance processes are essential to maintain credibility and deepen the positive perception of the added attributes, ultimately fostering a more favorable overall attitude toward the brand.

References

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