Marketers help businesses succeed in achieving their goals, such as generating leads, increasing sales, profitability, brand awareness, consumer engagement with the brand, and customer value. Marketers successfully aid businesses by helping them connect their brand with customers by understanding consumer behavior.
Consumer attitude is a critical component for understanding and helping predict consumer behavior and its influence on how consumers respond to a brand or product. According to Radhika Duggal’s Forbes article about consumer attitudes, attitudes determine the favorability of a product, and they motivate consumers to purchase brands or products or not.
Consumer attitudes entail the feelings, beliefs, viewpoints, and intentions that influence consumers’ actions towards a brand or product. Consumer attitudes, positive or negative, affect whether a product or brand succeeds or fails in the market. Consumer attitudes help consumers evaluate and determine whether a product or brand will satisfy and meet their needs before purchasing the product or brand.
Marketers utilize consumer attitudes to gain insight and better understand their behaviors, expectations, and factors that influence their purchases. Consumer attitudes can also aid marketers in analyzing current and potential markets, generate sales forecasts for their products, and predict consumers’ attitudes regarding a brand or product by using attitude models such as multi-attribute attitude models.
Consumer Attitude Models
According to Manik Chhabra’s article about understanding the marketing multi-attribute model, consumers’ attitudes toward a product consist of their beliefs and perceptions about product attributes, features, functions, and benefits. Multi-attribute models help marketers comprehend and measure consumer attitudes.
Based on Gregory Dean’s article about understanding consumer attitudes, the Fishbein model incorporates salient beliefs, object-attribute linkages, and evaluation to formulate the overall consumer attitude into a score. Salient beliefs pertain to the views consumers attain from evaluating a service or product. Object-attribute linkages refer to the likelihood an object has a significant attribute while evaluation measures its significance.
Nike, a multinational manufacturer of apparel and footwear, encompasses consumer attitudes in its marketing strategies and maintains its competitive advantage over its competitors. According to Ashraf Salim’s article about Nike’s marketing strategies, Nike incorporates consumer attitudes and the theory of reasoned action (TRA) in their marketing strategy to convince consumers to have positive perceptions, beliefs, thoughts, and viewpoints of Nike and the benefits and positive impact Nike will have on their life from purchasing Nike products.
Nike aims to have its customers associate the Nike brand as a hero to connect emotionally with the brand. Positive consumer attitudes lead to the consumer’s support and promotion of the brand, increased sales, repeated purchases, and brand loyalty. Nike’s purpose and message in their “Dream Crazy” campaign are to motivate, encourage, and inspire its customers to dream big no matter how far-fetched or challenging it may seem, never settle, and to stand up for what they believe.
Nike decided to take a stand with NFL football player Colin Kaepernick who illustrated heroism by going against odds, sacrificing his career, and creating controversy for kneeling during the National Anthem at football games to protest and raise awareness against racial injustice. According to Angelica LaVito’s CNBC 2018 article about Nike’s Colin Kaepernick ads, Apex Marketing reported Nike generated $65.6 million of its brand exposure was positive. Sarah Feldman’s 2018 Statista article about Nike customer’s view about Kaepernick revealed that 46% of Nike customers in the U.S. viewed Colin Kaepernick more favorably than the general public was 34%.
Consumer attitudes are essential in understanding consumer behavior and helping marketers determine how consumers will proceed with their purchase decision process, invest in a brand, and purchase a product or service. It is vital to create a meaningful, engaging experience between the brand and its customers and helps the brand achieve optimal results and success.
Analytics, M. C. on M., Casey Stanton Founder and CEO at CMOX, Stanton, C., CMOX, F. and C. E. O. at, Tool, A. R. on B. I., & Analytics, A. P. on M. (2021, March 19). Understanding Marketing Multi Attribute Model Simplified. Hevo. https://hevodata.com/learn/marketing-multi-attribute-model/.
Angelicalavito. (2018, September 6). Nike’s Colin Kaepernick ads created $163.5 million in buzz since it began-and it’s not all bad. CNBC. https://www.cnbc.com/2018/09/06/nikes-colin-kaepernick-ad-created-163point5-million-in-media-exposure.html.
Dean, G., & Dean, G. (2015, October 16). Understanding Consumer Attitudes. Marketography. https://marketography.com/2010/10/17/understanding-consumer-attitudes/.
Duggal, R. (2019, April 19). Council Post: Consumer Attitudes: A Small Factor That Makes A Big Impact. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2019/04/19/consumer-attitudes-a-small-factor-that-makes-a-big-impact/?sh=5f019306fa8e.
Feldman, S., & Richter, F. (2018, September 6). Infographic: Nike Customers View Kaepernick Favorably. Statista Infographics. https://www.statista.com/chart/15370/nike-customers-view-kaepernick-favorably/.
Nike’s New Just Do It Campaign. Nike News. (n.d.). https://news.nike.com/featured_video/just-do-it-dream-crazy-film.
Salim, A. (2018, October 17). Nike’s Marketing Strategies. Medium. https://medium.com/@arshy__/nikes-marketing-strategies-386f35d59622.