Consumer Opinion
Promotion works to change or support consumer opinions.
Consumers are emotionally selective, with consumption patterns driven by dynamic opinions. Opinions are an expression of attitudes. Attitudes are shaped by lifestyle aspects such as culture, religion, education, family and other important values.
Attitudes are generally either positive or negative regarding controversial subjects such as abortion and war. However, they are generally neutral toward most products and services. Neutral attitudes are most easily influenced and can be turned positive if your company affirms a consumer’s lifestyle values. The customer’s opinions will stay positive as long as you continue to meet their expectations. The result: loyal customers who place your business in their top ten list of preferred companies to support. You can continue to meet customers’ values by staying in contact and asking for feedback.
Maslow’s hierarchy offers points to consider in motivating attitude change. Ordered most important to least important:
Self-actualization
Esteem
Love
Safety
Physiological needs
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