What are the best strategies to overcome consumer resistance to attitude change?

1 Use social proof

One way to reduce consumer resistance is to use social proof, which is the tendency of people to follow the behavior or opinions of others, especially when they are uncertain or influenced by social norms. Social proof can be demonstrated by showing testimonials, ratings, reviews, endorsements, or popularity indicators from credible sources or peers. By using social proof, marketers can increase the perceived value, trustworthiness, and attractiveness of their offerings and reduce the perceived risk or uncertainty of trying something new.

2 Appeal to emotions

Another way to overcome consumer resistance is to appeal to emotions, which are powerful drivers of human behavior and decision making. Emotions can affect how consumers process information, recall memories, and form attitudes. By using emotional appeals, marketers can create positive associations, stimulate curiosity, evoke empathy, or trigger fear or guilt in their target audience. By appealing to emotions, marketers can bypass rational defenses, increase attention and involvement, and motivate action.

3 Provide incentives

A third way to overcome consumer resistance is to provide incentives, which are rewards or benefits that encourage consumers to perform a desired behavior or adopt a desired attitude. Incentives can be monetary, such as discounts, coupons, or cashbacks, or non-monetary, such as points, badges, or recognition. By providing incentives, marketers can increase the perceived value, satisfaction, and loyalty of their offerings and reduce the perceived cost or effort of changing behavior or attitude.

4 Use scarcity and urgency

A fourth way to overcome consumer resistance is to use scarcity and urgency, which are psychological principles that influence consumer perception and behavior. Scarcity refers to the limited availability or supply of something, while urgency refers to the limited time or opportunity to obtain something. By using scarcity and urgency, marketers can create a sense of exclusivity, competition, or fear of missing out in their target audience. By using scarcity and urgency, marketers can increase the perceived demand, desirability, and value of their offerings and reduce the tendency to procrastinate or delay action.

5 Provide consistency cues

A fifth way to overcome consumer resistance is to provide consistency cues, which are signals or reminders that align with consumers' existing beliefs, values, or behaviors. Consistency is a psychological principle that states that people tend to act in ways that are congruent with their self-image and previous commitments. By providing consistency cues, marketers can reduce cognitive dissonance, which is the mental discomfort that arises when consumers encounter conflicting information or choices. By providing consistency cues, marketers can increase the perceived relevance, compatibility, and credibility of their offerings and reduce the likelihood of counter-arguing or rejecting them.

6 Use reciprocity and liking

A sixth way to overcome consumer resistance is to use reciprocity and liking, which are social influence techniques that leverage the human tendency to respond favorably to those who are helpful or likable. Reciprocity is the principle that states that people feel obliged to return favors or kindnesses that they receive from others, while liking is the principle that states that people tend to agree with or comply with those who they like or admire. By using reciprocity and liking, marketers can create a sense of obligation, gratitude, or rapport in their target audience. By using reciprocity and liking, marketers can increase the perceived benefit, trust, or affinity of their offerings and reduce the perceived pressure or manipulation of changing attitude.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?