I have recently began reading this book, while I wait for the ones off my reading list to be delivered! I havent got through it very far yet, but just came across an interesting section. The book speaks about Psychologist Leon Festinger, and how he showed that "attitudinal change tends to follow behavioural change, not precede it." It continues to talk about his book and recognised how people desire stable opinions.
Basically, Leon 's experiments explained how people justify their actions by changing their beliefs. This is where advertising comes in, as it plays a vital role by reinforcing a new pattern of attitudes AFTER a change in consumer behaviour.
His research showed that attitudinal changes occurred after the purchase and not before it, for example.. Anti-smoking campaigns. After many years of health warnings most smokers will now admit that their habit is harmful to them, so therefore although their attitude to it has changed, their behaviour has not (as they are still smoking!) However something that is likely to change their behaviour is a tragic experience such as a death/illness to someone close to them, and if they quit as a result. The campaigns would then support their new attitude and add to it.
I think this is a really interesting idea, how people can change their beliefs and attitudes to something in order to call it acceptable or to justify it. Similarly, many people, such as the smoking example know they're doing something bad, cannot justify it but agree they are doing so. In severe situations such as this I think advertising has its limitations as its such as personal, private issue that no amount of campaigns can change. Even the photographs of heart disease and lung cancer on the front of cigarette packets do not deter these people.
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