Dove Attitude Development & Change

Attitude is referred to as the way a consumer is positive or negative towards a brand or product (Solomon, Bennett, Previte 2019).

The formation of attitudes can can developed through many ways:

Direct marketing, which has been noted throughout many of Doves campaigns towards the beauty of women, is another way consumers form an attitude towards the brand (Solomon, Bennett, Previte 2019). It is targeting all women no matter what size, shape, age they are to feel confident. For example, Dove designed different shaped bottles in representing various body shapes (Marketing 2017). Dove also researched that 1 in 2 women felt pressure from social media to dress and act in a certain way to be identified as beautiful (Marketing 2017).

This statistic also ties in with the way consumers base their attitude on Dove products from the internet (Solomon, Bennett, Previte 2019). Social media is a growing platform where consumers learn about products, and see their favourite influencers promoting brand. If Dove is promoting beauty to be women of all shapes and sizes, a positive attitude towards the brand is likely to occur.

Direct personal experience is where consumers use the product and form an attitude towards it (Solomon, Bennett, Previte 2019). Relating to the campaigns about feeling beautiful from within, if women feel using Dove products enables them to feel beautiful, then it can be concluded the campaign is effective leading women to have positive experiences (Marketing 2017)

Therefore, these example support the Dove consumers attitudes are learned as a result from marketing campaigns (Solomon, Bennett, Previte 2019).

References

Beauty Packaging, Image, 2019, viewed 27 March 2019,

<https://www.beautypackaging.com/contents/view_breaking-news/2017-04-06/baby-dove-line-debuts-at-retailers-nationwide&gt;

Marketing, People aren’t buying into Dove’s body wash bottle campaign, 2017, accessed 9 May 2019,

<https://www.marketing-interactive.com/people-arent-buying-into-doves-body-wash-bottle-campaign/&gt;

Solomon, Michael., Russell-Bennett, R. and Previte, J. (2019) Consumer Behaviour, Australian Edition, 4th Ed., Pearson