Customer Attitude Change Discussion Assignment

Customer Attitude Change Discussion Assignment

Instructions:

Customer Attitude Change Discussion Assignment

Attitude change in social marketing

Within social marketing, attitude theories are fairly widely used to inform interventions aimed at attitude and behavioural change. Such strategies often aim to influence and change behaviour by modifying the beliefs that individuals hold. This is especially important, given that these beliefs underline their attitudes, their perceptions of social norms and their motivations to comply, and support their sense of personal control over the situations in which the behaviour takes place. Examples of some recent social marketing campaigns based around attitude change include the following:

Road safety

Arrive alive DRIVE SOBER@ is a Canadian campaign, which has been running for 25 years and aims to change attitudes towards drink driving and encourage sober driving. This campaign uses a wide range of marketing communications techniques, including social media (Twitter, Youtube, Facebook) and a mobile phone app (the ‘Arrive Alive Mobile App’) to raise awareness of the risks associated with drink driving (Leonard, 2013).

Ad campaigns: http://www.arrivealive.org/media-and-press-area/

Clothes recycling

Schwopping M&S/Oxfam: to encourage consumers to donate their unwanted clothes to Oxfam, the charity runs a scheme, in partnership with Marks & Spencer, where donors receive a £5 M&S shopping voucher for donating clothes to Oxfam. This campaign operates at the behavioural aspect of attitudes, trying to encourage people to change their behaviour through a reward. The campaign has been running successfully since 2008, and more recently M&S have launched an online platform (Shwop Shop), where consumers can buy items of clothing that used to belong to celebrities (including models, actors, and popstars). This operates more at the beliefs and motivation level, encouraging consumers to view buying recycled clothes as a high status activity.

M&S Shwopping video: https://www.youtube.com/watch?v=EFT1REVmgCU

Source: Leonard (2013); http://www.arrivealive.org http://www.oxfam.org.uk/shop/shwopshop http://corporate.marksandspencer.com/plan-a/our-st…

What do you think are the benefits and disadvantages associated with measuring and tracking attitude change especially, in the discussed contexts?

Consider the kind of communications (advertising and promotions) campaign you might put together using the various attitude change theories discussed in class, to lessen the impact of binge drinking in cities at night. Consider who your targets would be and what the different elements of your campaign would include. Discuss 2-3 specific strategies that you would use in this campaign to achieve its goals.

Please type (Times 12 pt font, 1 inch margins, 1.5 spacing) this assignment (max. 1-2 pages) and email a copy of your write-up to your tutor AND submit it via Turnitin on Moodle (under the ‘assessments’ tab) by 4pm (Sydney time) on Tuesday, March 30. Remember to clearly type your name (as on myUNSW) and student ID on your assignment

Customer Attitude Change Discussion Assignment

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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