Inducing positive attitudes

Creating a positive attitude in prospective consumers can be done by using

your marketing efforts. You can use the following approaches to do so:

 ✓ Create a positive emotional connection. Focus your marketing mes-

sage so that you gain the consumer’s attention. After you have the con-

sumer’s attention, you want your message to create a positive emotional

connection between him and your product.

 ✓ Create curiosity. Using your marketing message, arouse the curiosity of

potential consumers. This curiosity will motivate them to contact you.

When they do, you can help construct their positive attitude by giving

them top-notch customer service.

 ✓ Consider a two-sided message. Consumers tend to have a natural level

of skepticism when it comes to marketing messages, so using a two-

sided message often leads to them feeling as if you have more credibil-

ity. For example, consider the marketing of prescription drugs. They’re

required by the Federal Food and Drug Administration (FDA) to present

both the positive effects of the drug as well as the side effects and dan-

gers of using it.

 ✓ Take advantage of comparative marketing. Don’t be afraid to compare

your products to those of your competitors. Doing so creates credibility

from the consumers’ point of view and can lead to a positive attitude

toward your products. Just keep in mind that you must be able to back

your comparison claims.

 ✓ Use credible sources. You have to focus not only on the message of

your marketing, but also on where you advertise and put your message.

Consumers pay attention to the source of the message; in fact, the source

is often used in the development of their perceptions of a product.