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Introduction
Texting is an important aspect for teens. Teens view texting as a means to communicate and socialize. A research conducted by LG found that text bullying is a behavior common in the lives of teenagers. The research established that teens consider texting gossips as normal and part of socialization and communication process. However, adults view text harassment as a significant problem that affects many teens.
The following paper discusses the promotional measures that LG could adapt to change teens’ attitude about mean texting. The promotion will be critical in ensuring that LG brand stays true to its “Life’s Good” which is geared to making a positive impact on the world.
Changing Teens’ Mean Texting Attitude
According to Heikki and Tapio (2002), attitudes of consumers lead to beliefs, feelings, and behavioral intentions towards a particular activity or object. The attitudes are engrained in the lives of consumers, and thus they are difficult to change.
The research by LG found that text harassment by teens has been assumed; hence, many teens have normalized the habit. In order to change the engrained attitudes, LG should apply classical conditioning approach. Wiley, Krisjanous and Cavana (2007) noted that classical conditioning entails pairing a product with a stimulus that discourages the bad attitudes.
For example, classical conditioning will entail a campaign program that emphasizes the goodness of text messages, but at the same time discourages mean texting. The campaign will serve as corporate social responsibility taken by LG to increase the engagement of its brands among the teens. This will have a two-fold effect because it will lead to attitude change and increase brand value.
LG should also discourage mean texting by creation of advertisement that depicts a lifestyle that is ideal for teens but not based on mean texting. The advert should be based on functional approach. For example, the advert should apply value expressive function which makes consumers reflect on their habits (Wiley et al., 2007).
In this case, the advert will be designed to encourage positive lifestyle and outlook that is ideal for the teens but at the same time portray mean texting as anti-social behavior. LG should also use strategies that are aimed at changing the behavior of teens. Hassan and Michaelidou (2013) stated that people believe that the behavior they have is rational; thus, they continue with the behavior until someone enlightens them on the inappropriateness of the behavior.
Therefore, the campaign must focus on motivating the teens to consider the consequences of sending mean texts. Bearing in mind that teens view texting as a talkative process that enhances their socialization, the strategy should entail the use of one-sided versus two-sided appeal advertisements.
According to Hassan and Michaelidou (2013), consumers react positively to advertisements that admit a behavior but at the same time challenge it by promoting an alternative to the behavior. Thus, LG should have an advertisement that recognizes the beauty of texting but also challenges it by an advert caption that shows how responsible texting is more rewarding and right for the teen’s lifestyle compared to mean texting.
Conclusion
The adoption of the appropriate campaign strategies will create a new perspective among the teens in the matters that relate to texting. Thus, the approaches will raise awareness about the consequences related to the vice and bring about attitude change from mean texting to responsible texting. The strategies will motivate teens to be conscious when texting and at the same time promote LG as a socially responsible company.
References
Hassan, L., & Michaelidou, N. (2013). Challenges to attitude and behavior change through persuasion. Journal of Consumer Behavior, 12 (2), 91-92.
Heikki, K., & Tapio, P. (2002). Factors underlying attitude formation towards online banking in Finland. International Journal of Bank Marketing, 20 (6), 261-272.
Wiley, J., Krisjanous, J., & Cavana, E. (2007). An experimental study of female Tweeners’ evaluative beliefs regarding ads, attitude toward the ad, and purchase intent for fashion apparel. Young Consumers, 8 (2), 119-127.
Do you need this or any other assignment done for you from scratch?
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