Attitude Change: Analyzing Social Marketing Campaigns and Strategies

This assignment explores attitude change within the context of social marketing. It begins by outlining the benefits and disadvantages of tracking and measuring attitude shifts within campaigns, using examples like road safety initiatives. The assignment then delves into communication strategies aimed at changing behaviors, specifically focusing on binge drinking. It examines how the 'Add Beliefs' element of the cognitive component of the 'Multi-attitude model' can be applied to influence those who engage in post-work drinking culture, proposing a support group approach. The assignment references relevant attitude theories and scales for measurement, and uses examples of campaigns like Arrive Alive and M&S/Oxfam's clothes recycling to illustrate attitude change strategies. The analysis considers the practical application of attitude change models in different contexts and the importance of understanding the components of attitudes to effectively design and implement campaigns.

Running head: ATTITUDE CHANGE
Attitude Change
Name of the student:
Name of the university:
Author note:

1ATTITUDE CHANGE
Table of Contents
Q1: The benefits and disadvantages................................................................................................2
Q2: Communications.......................................................................................................................2
References........................................................................................................................................4

2ATTITUDE CHANGE
Q1: The benefits and disadvantages
There are both benefits and disadvantages associated with tracking and measuring
attitude change. A positive change will be encouraging for any campaign aimed at increasing the
awareness and responsibilities of people towards the social norms. On the other hand, negative
outcomes of hard works can affect the motivation of the campaign people.
About a campaign on road safety, it has been running for the last 25 years. Through
constant usage of social media sites, awareness activity was regularly being conducted to change
the attitude from drink driving to sober driving (Arrivealive.org 2020). According to attitude
theories, this campaign can be regularly tracked and measured using relevant techniques such as
‘Linkert Scale’ and ‘Semantic Differential Scale’ (Ariffin, Aun and Salamzadeh 2018). Positive
outcomes will encourage campaign organizers to do more engaging activities. On the other hand,
negative outcomes may affect the speed and frequency of campaign activities.
Regarding the ‘Clothes Recycling’ campaign, negative outcomes of campaign
evaluation activity will compel companies such as Oxfam and M&S to look back to strategies
implemented (Youtube.com 2020). If they were earlier looking to change the cognitive
component of the people's attitude, they will now have to focus on the behavioral component of
the attitude depending on the outcomes of the attitude assessment.
Q2: Communications
Binge drinking as according to a few studies is a big social concern. Binge drinking can
result in many fatalities such as car crashes, alcohol poisoning, falls and burns. Men and women

3ATTITUDE CHANGE
who are binge drinkers should change their habit considering it has many side effects (Kuntsche
et al. 2017).
To change such a habit, many attitude components of the 'Multi-attitude model
components’ can be considered; however, this study will consider ‘Add Beliefs’ element of the
cognitive component (Wartaka 2018). It means the promotion and advertisement strategy to be
discussed in this study will try to add a new belief to these people.
The target people will be those men and women who love the post-work drinking
culture. They drink for the sake of team bonding or else (Buvik 2020).
The campaign will be about doing advertisements and promotions to add new beliefs in
binge drinkers to encourage them to change their habits. The advertisement will be done in the
form of a ‘Support Group’. The support group will have people who earlier were binge drinkers;
however, they have changed this habit. The support group will be promoted on online digital
channels such as Twitter where people can join and converse with the support group.

4ATTITUDE CHANGE
References
Ariffin, S.K., Aun, T.L. and Salamzadeh, Y., 2018. How Personal Beliefs Influence Consumer
Attitude towards Online Advertising in Malaysia: To Trust or Not to Trust?. Global Business &
Management Research, 10(1).
Arrivealive.org 2020. Media And Press. [online] arrive alive DRIVE SOBER. Available at:
<http://www.arrivealive.org/media-and-press-area/> [Accessed 28 March 2020].
Buvik, K., 2020. It’s time for a drink! Alcohol as an investment in the work
environment. Drugs: Education, Prevention and Policy, 27(1), pp.86-91.
Kuntsche, E., Kuntsche, S., Thrul, J. and Gmel, G., 2017. Binge drinking: Health impact,
prevalence, correlates and interventions. Psychology & health, 32(8), pp.976-1017.
Wartaka, M., 2018. MODEL ANALYSIS OF CUSTOMERS’ATTITUDE AND BEHAVIOUR
UPON INSTANT NOODLE PRODUCTS. The Management Journal of Binaniaga, 3(01),
pp.71-82.
Youtube.com 2020. [online] Available at: <https://www.youtube.com/watch?
v=EFT1REVmgCU> [Accessed 28 March 2020].