An individual’s attitude towards certain things shows his/her feelings and opinions about it. In other words, our values and beliefs shape our attitudes. The values and beliefs are shaped by many aspects and they can change with time. Even though it is a complex process for marketers it is really important to understand the motives of people’s attitudes as it will give them a clearer picture about who to target and how to do it.
Often our purchase decisions are based on the way we see a certain product or brand and if they fulfil our social and personal expectations rather than the quality and the function of it. “The study identified three distinct clusters of consumers- The ones who are motivated by their personal goals and values, the ones whose choices are based on the unique self-expressive experience and those who are looking for camaraderie above all.”[1]
For example, individuals’ attitudes towards animal testing have been expressed loud and clear. Knowing that some companies are still using animals to test cosmetics and other products likely will affect the decision either to buy it or not. For someone whose beliefs are against animal testing it would be against one’s values to buy a certain product even if the quality is good. From my experience I can say that I used to buy cosmetics from one certain brand but recently I found out that they are testing them on animals, honestly my attitude towards the brand has changed. It is surprising how different attitudes can be in different cultures, for example in China for many years the cosmetic testing on animals is required by law. It is great news that China is working towards alternative tests that doesn’t involve animals and hopefully the day that China will no longer require animal tests for all cosmetics will be possible, sooner rather than later, but China isn’t there yet! https://ethicalelephant.com/did-china-end-animal-testing-2019/.
An interesting case was when Coca-cola dared to change the taste of it and people were really disappointed. They went on the streets to demand back the original taste of Coca-cola. What a commitment to the brand! The situation shows that people have strong attitudes to this brand. The case reminds me of a situation from my childhood when there was one sort of chocolate candy I absolutely loved. Then one day I went to the shop to buy my favourite candy and it tasted different. Absolutely different, it was not even close to the original taste. I felt really disappointed, and still am. As a joke of course , but still why would somebody change the taste of my favourite chocolate, plus so many loved it! However, I never let the public know about my disappointment as the Coca-cola lovers did. Maybe I had to, because the Coca-cola was changed back to normal again. https://www.coca-colacompany.com/news/the-story-of-one-of-the-most-memorable-marketing-blunders-ever#:~:text=That%20changed%2C%20of%20course%2C%20in,tests%20of%20nearly%20200%2C000%20consumers. Good for them. This experience teaches us that consumers’ attitudes towards products and brands indeed are important!
Do you have your favourite brand that you would not wish to change and if so what attracts you to that brand?
[1] Michael Solomon, Gary Bamossy, Soren Askegaard and Margaret K.Hogg, 2013.Consumer Behaviour.5th ed. England: Pearson.
Kristinekk 
Our attitude towards a brand or a product can change so quickly!! Nowadays, we have a lot of choices, so I guess that if we are disappointed in a product or a brand, we can go try the products of another brand that would maybe offer cheaper or better products. This is why brand loyalty is essential for the brands, customers must keep positive attitudes and beliefs towards a brand to be loyal to it.
Well done Kristine, I liked your post.
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This was an insightful blog post. One of my favourite brands is The Body Shop. My attitudes towards brands can change if they aren’t being more environmentally conscious. The Body Shop are against animal cruelty and testing, also they offer a recycling scheme and reduce their plastic and waste. Their coconut range is my favourite.
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Hi Kristine! Really engaging and fun blog to read. Liked that you included the topic about the animal testing, because I’m not really a fan to the animal testing. I like “Lush” and the way that they make so good product that are not tested on animals. They also have bags with “Fighting animal testing” slogan and this is really good because they are fighting for their cause and because of this I really like this brand. Keep blogging!
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Hi Kristine, I love what you wrote and how you word it as well, this was well put together and interesting to read that it make me want to do research on the Animal testing And also to read more of your work, great work.
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Love, this !! Youre always been amazing expressing your thoughts.
Love your attitude!!
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Omg that happened to me yesterday with Morrisons almond milk. The previous pack just seemed a bit watery, but the one I got yesterday was the same watery taste only the liquid was starchy and gooey. Disgusting!
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Hi Kristine, I’m so connected with your thoughts mostly about animal testing. I’m so disappointed that many people use animal testing for so many type of cosmetic,experiments etc, this needs to stop ASAP, animals are made to live, not to be used as material, they are the most innocent and loving living being.
There is a makeup brand “ELF” which is animal test free, and its really good brand and is not expensive, I have been using it for a while and it does the job!
I hope this will stop very soon.
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Great post! Our thoughts on a brand can change really quick! I feel the same about brands that test on animals, I used to buy from a brand that I thought that was cruelty-free and I loved that brand and once I discovered that the brand wasn’t really cruelty-free like they used to advertise I felt like that brand lost all credibility to me.
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Great post! Our thoughts on a brand can change really quick! I feel the same about brands that test on animals, I used to buy from a brand that I thought that was cruelty-free and I loved that brand and once I discovered that the brand wasn’t really cruelty-free like they used to advertise I felt like that brand lost all credibility to me.
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You did a great job with this post! The examples helped me a lot to understand better the theory. I completely agree with you, our attitudes towards a brand or a product can change from one moment to another. Brands need to be very careful and try to not loose credibility. I also try to buy not only products, but brands that fit all my values and thoughts, sometimes it doesn’t matter if the product is good if the brand promoting it has a bad reputation or you know something about it that make you feel uncomfortable towards it.
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