What is the Attitude Change Model? Its Importance and Use in Marketing
Posted: Tue Dec 03, 2024 5:39 am
table of contents
What is the Attitude Change Model?
Example of an attitude change model 1: "AIDMA"
Example of attitude change model ② "AISAS"
Example 3 of the Attitude Change Model: "AMTUL"
summary
There are certain patterns in the psychological changes and behavioral processes that consumers go through from the time they become aware of a particular product or service to the time they actually purchase it.
In the marketing world, these are called " attitude change models " and are used as a method to approach consumers appropriately depending on their psychological state.
However, even among corporate executives and management-level people, there are a certain number of people who have little experience directly vatican city business email list involved in marketing who first think about measures in terms of means, without taking into account changes in consumer psychology.
Focusing only on the means often means that the expected results are not achieved unless you clearly define who is facing what problem (concern) and what process will be used to solve it.
In this article, we will introduce the "attitude change model," its importance, and how to put it into practice, with examples.
By reading this article, you will understand the need for attitude change models and specific ways to use them, which will enable you to improve the accuracy of your promotional strategies, so please read to the end.
What is the Attitude Change Model?
First, let us explain the basics of the attitude change model.
Human consumption behavior follows certain patterns.
There are rules for the process from when humans perceive something to when they take action.
Awareness: Learning about the existence of a product or service through advertising and social media
Understand: Understand the outline of the product or service
Interest: Beginning to see the benefits of using the product
Empathy: convinced of the benefits and considering purchasing
Action: Purchase/apply if you judge it to be necessary or valuable
A framework that looks at these laws of consumer behavior and systematically represents the psychological process that consumers go through from learning about a product or service to purchasing it, as well as the approach content for each psychological state, is called an "attitude change model."
There are various types of attitude change models, such as AIDMA , AISAS , and AMTUL .
The importance of an approach tailored to your psychological state
In modern times, the process from when consumers become aware of a product to when they purchase it has become more diverse than in the past. This is due to the development of the Internet, which has allowed consumers to access a wealth of information online, including through social media, blogs, and review sites.
As processes have become more diverse, consumers' psychological state has become more susceptible to change.
The days when simply displaying products would make them sell, as was the case in the past, are over, and it has become important to take appropriate measures at the right time in response to changes in customers' psychological states.
In addition, by keeping in mind attitude change models, you can understand changes in consumers' psychological state toward your company's products.
By being able to communicate what consumers want to know at the right time and through the right means, you can increase the success rate of product purchases and prevent customers from abandoning you due to the wrong approach at the wrong time.
This reduces unnecessary advertising costs and labor hours, leading to two benefits: " You can take measures to increase sales efficiently " and " It can be used by companies with labor shortages and small and medium-sized enterprises that cannot afford to spend large amounts of money ."
Next, we will look at the widely used attitude change models, AIDMA and AISAS.
・We will explain in detail about the three parts of AMTUL .
Example of an attitude change model 1: "AIDMA"
overview
AIDMA is an attitude change model proposed by Samuel Rowland Hall in the 1920s. It is a general-purpose model that has been used as a template for various attitude change models that have been created since then.
How to put it into practice
AIDMA consists of the following five processes:
A. Recognition and Attention
I. Interest
D. Desire
M Memory
A. Action
We will explain the approaches that are appropriate for each process one by one.
A. Awareness and attention: The stage where consumers become aware of the existence of a product or service.
Since consumers are not aware of your company's products or services in the first place, at this stage you need to take an approach to raise awareness, such as "raising awareness through advertising (online, social media, TV commercials, magazines, flyers)" and "promoting products and services in physical stores."
I Interest: The stage where consumers are concerned about the product or service in question
Implement measures to pique consumers' interest, such as making them think, "The service introduced in that commercial looks good," or, "I wonder if that product I often see in advertisements is delicious?"
To do this, it is necessary to select the benefits of your products that are appropriate for your target audience and communicate them in an easy-to-understand manner.
What is the Attitude Change Model?
Example of an attitude change model 1: "AIDMA"
Example of attitude change model ② "AISAS"
Example 3 of the Attitude Change Model: "AMTUL"
summary
There are certain patterns in the psychological changes and behavioral processes that consumers go through from the time they become aware of a particular product or service to the time they actually purchase it.
In the marketing world, these are called " attitude change models " and are used as a method to approach consumers appropriately depending on their psychological state.
However, even among corporate executives and management-level people, there are a certain number of people who have little experience directly vatican city business email list involved in marketing who first think about measures in terms of means, without taking into account changes in consumer psychology.
Focusing only on the means often means that the expected results are not achieved unless you clearly define who is facing what problem (concern) and what process will be used to solve it.
In this article, we will introduce the "attitude change model," its importance, and how to put it into practice, with examples.
By reading this article, you will understand the need for attitude change models and specific ways to use them, which will enable you to improve the accuracy of your promotional strategies, so please read to the end.
What is the Attitude Change Model?
First, let us explain the basics of the attitude change model.
Human consumption behavior follows certain patterns.
There are rules for the process from when humans perceive something to when they take action.
Awareness: Learning about the existence of a product or service through advertising and social media
Understand: Understand the outline of the product or service
Interest: Beginning to see the benefits of using the product
Empathy: convinced of the benefits and considering purchasing
Action: Purchase/apply if you judge it to be necessary or valuable
A framework that looks at these laws of consumer behavior and systematically represents the psychological process that consumers go through from learning about a product or service to purchasing it, as well as the approach content for each psychological state, is called an "attitude change model."
There are various types of attitude change models, such as AIDMA , AISAS , and AMTUL .
The importance of an approach tailored to your psychological state
In modern times, the process from when consumers become aware of a product to when they purchase it has become more diverse than in the past. This is due to the development of the Internet, which has allowed consumers to access a wealth of information online, including through social media, blogs, and review sites.
As processes have become more diverse, consumers' psychological state has become more susceptible to change.
The days when simply displaying products would make them sell, as was the case in the past, are over, and it has become important to take appropriate measures at the right time in response to changes in customers' psychological states.
In addition, by keeping in mind attitude change models, you can understand changes in consumers' psychological state toward your company's products.
By being able to communicate what consumers want to know at the right time and through the right means, you can increase the success rate of product purchases and prevent customers from abandoning you due to the wrong approach at the wrong time.
This reduces unnecessary advertising costs and labor hours, leading to two benefits: " You can take measures to increase sales efficiently " and " It can be used by companies with labor shortages and small and medium-sized enterprises that cannot afford to spend large amounts of money ."
Next, we will look at the widely used attitude change models, AIDMA and AISAS.
・We will explain in detail about the three parts of AMTUL .
Example of an attitude change model 1: "AIDMA"
overview
AIDMA is an attitude change model proposed by Samuel Rowland Hall in the 1920s. It is a general-purpose model that has been used as a template for various attitude change models that have been created since then.
How to put it into practice
AIDMA consists of the following five processes:
A. Recognition and Attention
I. Interest
D. Desire
M Memory
A. Action
We will explain the approaches that are appropriate for each process one by one.
A. Awareness and attention: The stage where consumers become aware of the existence of a product or service.
Since consumers are not aware of your company's products or services in the first place, at this stage you need to take an approach to raise awareness, such as "raising awareness through advertising (online, social media, TV commercials, magazines, flyers)" and "promoting products and services in physical stores."
I Interest: The stage where consumers are concerned about the product or service in question
Implement measures to pique consumers' interest, such as making them think, "The service introduced in that commercial looks good," or, "I wonder if that product I often see in advertisements is delicious?"
To do this, it is necessary to select the benefits of your products that are appropriate for your target audience and communicate them in an easy-to-understand manner.