How strongly or weakly a consumer is committed to a specific attitude relates to the level of involvement he or she has with the attitude object (Ao)

Question

Describe the strength of commitment involved in each of the following and give an example:
• Compliance
• Identification
• Internalization

Answer 1

Compliance—at the lowest level of involvement is compliance. An attitude is formed because it helps in gaining rewards or avoiding punishment from others. This attitude is very superficial. It is likely to change when the person's behavior is no longer monitored by others or when another option becomes available. (Example: A person may drink Pepsi because this brand is sold in the cafeteria; it is too much trouble to go elsewhere for Coca-Cola.
Identification—a process of identification occurs when attitudes are formed in order to be similar to another person or group. Advertising that depicts the social consequences of choosing some products over others is relying on the tendency of consumers to imitate the behavior of desirable models. (Example: Selection of Budweiser beer gains social acceptance at the nearby pub.)
Internalization—at a high level of involvement, deep-seated attitudes are internalized and become part of the person's value system. These attitudes are very hard to change. (Example: Many consumers reacted quite negatively when Coca-Cola attempted to switch the Coke formula. This allegiance to Coke was obviously more than a minor preference for these people; the brand has become intertwined with their social identities, taking on patriotic and nostalgic properties.)