Wednesday, December 8, 2010

Attitude and Attitude Strength

In consumer behavior we normally talk about attitudes. Attitudes are predispositions of a consumer to evaluate a product or a set of products in a favorable or an unfavorable way. But its not attitudes that always determine our choice of product.
Consider the following two statements
  • I have liking for Google as a company.
  • I have a strong liking for Google as a company.
The strong liking results in commitment. Its similar to the boy and girl story. If the boy just likes the girl they'll be casual friends, but extreme liking may lead to commitment. Once you are committed you are expected to be loyal. Getting commitment in business is similar to getting brand loyalty. And for getting loyalty you need to know how to seduce your customer.
Seduction is always more singular and sublime than sex and it commands the higher price” – Jean Baudrillard
Seduction is the process of deliberately enticing a person to engage. Seduction, seen negatively, involves temptation and enticement, often sexual in nature, to lead someone astray into a behavioral choice they would not have made if they were not in a state of sexual arousal. Seen positively, seduction is a synonym for the act of charming someone.
Sticking to the positive part,  Seth Godin says, "People are moved by stories and drama and hints and clues and discovery. Logic is a battering ram, one that might work if your case is overwhelming."
That brings me to the second part – “The Promise”
English common law defined the crime of seduction as a felony committed “when a male person induced an unmarried female of previously chaste character to engage in an act of sexual intercourse on a promise of marriage.” You need to make sure that the stories you tell, the dreams you show should be fulfilled.
The means to fulfill Social aspirations and self-identity have been key success factors of Social Networking sites such as Facebook, Twitter etc. They fulfilled their promises.