Getting Traction Robert was encouraged by the positive reaction he had received
ID: 423540 • Letter: G
Question
Getting Traction Robert was encouraged by the positive reaction he had received thus far. Academics from a variety of disciplines (professors in the natural sciences, business, and health), non- governmental organizations (David Suzuki Foundation, Canadian Association of Physicians for the Environment), and Canadian municipalities were seeing value in this initiative. Robert wondered what would be the best next step. How could he build on this momentum and garner broader support from consumers? Should he work toward that direction now, or should he continue to focus on local municipal governments in his effort to induce change? And as he moves ahead, how can he most effectively execute the gas pump labels? How carn he ensure that the implementation of these labels leads to the desired behaviour change and not resistance on the part of citizens? 1. Do you think Robert's idea has merit? Will warning 1 labels in this context change attitudes? Why or why not? 2. What aspects of attitude theory outlined in this chapter have applicability to this initiative? How might you ensure a positive response to the gas pump labels in terms of both attitude and behavioural change? 3. Do you accept Robert's reasoning for why this initiative will be successful? Develop arguments for and against his three points of support. What are additional reasons this approach may or may not be successful? 4. What would you recommend Robert do next? What does he need to do to be successful in changing the attitudes and behaviours of the end consumer?Explanation / Answer
Answer: 1
Every phenomenon has a merit and demerit and which is quite true with the situation as well. As in this case Robert has an extreme concern on climate change. He has thinking that people should understand this situation and act to revive it. So he as an idea to advocate and educate people with the initiative “warning label of climate change on gas pump.” Yes this initiative can be to educate people or at-least give them a chance to think. What worst can be happen because of climate change. Ye warning label can change the attitude in this context. At least people will talk about this, they may find something so that they can contribute for the betterment of the climate change. May be individual or group of individual come up with some new initiative to support this initiative.
Answer: 2
As per my understanding the Attitude Social judgement theory will be applicable in the context of this initiative. Social judgment theory focuses on how people's prior attitudes distort their perceptions of the positions advocated in persuasive messages how such perceptions mediate persuasion. If we see the concept of marketing, it refers that how well is your positioning for any concept. This is the concept which has number of merit and this is something a fact or emotional message. It might be possible that conversion rate can be low but yes I ensure that there is positive change after read the warning labels in gas pumps pipe. People may understand that and try to find out some way to dealt with this climate change situation. This thing also keep in mind that change will not happen in one or two days, it will take sometime, people attitude and behaviour has the concern over climate change and when they able to find alternative they immediately switch to other option for the betterment of the society.
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Answer: 3
Yes!
First – the delay between the cause (i.e. putting gas in car ) and effect ( e.g. extreme weather) of consumption could be bridge by warning label – It directly inform customer that his current behaviour directly damaging the balance of society. It means that if we unable to change this habit climate change will make our life worst.
Second – a warning label would address the diffusion of responsibility felt by some consumer for the global warming problem—It’s generate the responsibility with in the consumer that if you didn’t stop this now, you will pay for it soon.
Third – the warning label on the gas pump effectively communicate the consumer because the medium become the message -- It is a best way to communicate the message to the consumer. Everyone read about this in internet or newspaper but nobody think this in his personal level that the situation become worst if we unable to react now for the betterment.
Answer:4
The best thing in this initiative that it bridging the gap between consumer and the problem, hence for the betterment of this Robert should approach for this with all other area where consumer interaction is higher. Communicate this with other modes as well, like hording like other consumable thing which effect for climate change and consumer using it very frequently.
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