The paper "Consumer Behavior: Building Marketing Strategy" is an amazing example of an assignment on marketing. According to McGuire’ s psychological motives, a number of needs can motivate Nestlé ’ s customers to participate in a boycott. The need for attribution can motivate customers to participate in a boycott. This need can be described as motives that deal with the need of customers to determine who or what causes the things that are happening around them. For the case of Nestle Company, customers participated in a boycott when the company started using palm oil in its products.
The company sourced palm oil from Sinar Mas, an Indonesian company that has been accused of unlawful deforestation. Palm oil is associated with the Indonesian rainforest’ s destruction and habitat loss for endangered species such as Orang-utans. Customers, therefore, since they are concerned with their environment, they had to participate in a boycott so as stop Nestle Company from associating with Sinar Mas, an Indonesian company that is well known for its destruction of environment (Hawkins and Coney 620). Hawkins and Coney argue that the need for objectification is another need that can motivate customers to participate in a boycott.
The need for objectification is described as reflect needs for observable symbols or cues that allow individuals or customers to infer their feeling and knowledge. As a way of motivating the consumer boycott of Nestle, the Greenpeace campaign released a disturbing viral advertisement on the internet that showed office workers eating Orang-utans, endangered species in Australia. This advertisement symbolizes nestle products as a bad product and thus motivating customers to involve in a boycott. As a way of bringing to an end the palm oil and social media crisis, Nestle needs to use McGuire’ s theory to change its palm oil policy and to change its heavy-handed behavior in the social media environment.
The company can use attitude changing strategies to change consumers’ perception of its products. Nestle company can change the cognitive component that is a common and efficient way of changing attitudes. The company can change the consumers’ beliefs by either announcing or advertising that its products are palm oil free and thus changing the attitudes of consumers which in turn solves the social media crisis (Brijball, 250). Question Two The focusing on emotional rather than cognitive involvement by Nestle is a good approach since decision making and persuasion entails the central route and peripheral route.
Individuals are usually motivated and able to pay attention when they take a central route, that is, logical and conscious thinking. This usually results in a permanent change in people’ s attitudes as they adopt and elaborate on arguments or discussions. At times individuals can take the peripheral route. In this situation, they do not usually pay attention to persuasive arguments but rather are persuaded instead by surface characteristics.
Though people in this situation do change, it is usually temporarily (O'Shaughnessy, 140).