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Attitude is all about how your customers (and potential customers!) respond to your company. Read on to find out how you can build the attitudes of people so they align with your brand.

When working in communications it’s easy to get wrapped up in the latest trends and forget the principles of consumer behaviour.

Consumer behaviour

Attitude is fundamental to how customers perceive your business, and it’s important for your brand to reinforce the attitude you want them to hold. If you’re a sustainable, organic coffee company and your customer thinks you’re an unethical brand, you’ve got an attitude problem!

The ABC model

It’s important to recognise firstly that attitude is made up of three components, easily remembered through the ABC model.

A- Affective component (how they feel about the brand)

B- Behavioural component  (the actions people take)

C- Cognitive component (how people think)

In practice

Let’s take a look at an advertisement to understand this in practice, and how it could help streamline your messaging.

With the red background and the iconic bottle, the average consumer quickly identifies this as a Coca Cola bottle. But let’s look a little closer through the lens of the ABC model.

A- the vibrant colours and cheerful text promote a positive feeling

B- the text directly speaks to the reader, instructing them to open a coke

C- the affiliation with Fifa is subtly communicated through the logo and the images of footballs. By associating opening coke with being happy, they strengthen the cognitive road between the two.

This is a fantastic example of how a brand can utilise every element of the ABC model of attitude to influence people’s response. The advert quickly induces feelings of happiness, encourages buying and teaches us about their new partnership.

Next time you’re planning a marketing communication, take a step back. What part of the attitude model are you trying to influence? Is it all three elements? You can make your marketing more effective by introducing these ideas into your work.

Now you know how to influence your customers attitude, it might be a good idea to learn how to keep their attention! Check out our blog on engaging your customers here.