1. Think about how you could change Canadians’ attitudes toward sheep’s milk.
a. Using concepts presented in Chapter 6 of your textbook and in class, discuss an attitude
change theory that would be appropriate and justify your rationale.
b. Develop an ad for sheep’s milk that utilizes the attitude change theory you discussed in
your answer to question #4a.
c. Explain how your ad incorporates the concepts you used.
A) Canadians attitudes towards sheep’s milk are negative because it is not a part of our
culture. We have been conditioned from a young age to know that when you see a cow to think
“milk”. The thought of drinking sheep’s milk seems foreign and strange to most Canadians. The
issue is we don’t have the knowledge or understanding of the benefits of this product. In order to
market sheep ‘milk successfully we must change the consumers attitude and motivation for the
product. To do this we will use the functional approach which says attitudes can be classified
into four different functions: the utilitarian function, the ego-defensive function, the valueexpressive function, and the knowledge function. By combining some of these factors we can
reach a broader audience and change consumer’s attitudes.
The Utilitarian function could be used to change consumer motivation about sheep’s milk
by communicating that it serves a purpose that the consumer may not have realized. Sheep’s
milk has a high milk-solid content which makes it better suited to produce yogurt and cheese in
comparison to cow’s milk. Highlighting its functionality for cooking these items may prove to be
a major selling point.
The Value-expressive function states that attitudes are an expression or reflection of the
consumer’s general values, lifestyle and outlook. Nutritional benefits play a large role in this
function. Sheep’s milk contains almost twice as much calcium than cow’s milk and has more
vitamin A, E, C and B as well as 50% more protein. By playing on the nutritional benefits we
may be able to reduce the uncertainty of the consumers and also help increase their self-image.
If we can understand our consumers’ attitudes we can choose our target market based on healthy
lifestyle choices. Many people today are very health conscious so it would be good marketing to
try and tap into that market.
The Knowledge Function would be used effectively to change consumer’s attitudes by
communicating all of the benefits over cow’s milk. By expressing the superiority of sheep’s milk
marketers are in turn teaching consumers about the product. For example one advantage of
sheep’s milk over cow’s milk besides the health benefits is that people are less likely to be
allergic to sheep’s milk which could and should be aimed at those who are lactose-intolerant.
C)
In this ad the Utilitarian function is used by saying “better yogourt, better tasting, better
for you”. It is outlining the functionality of the sheep milk and allows people to understand what
the product can be used for.
It also touches on the value-expressive function by targeting a health conscious market.
For those who are always reading labels of food products this type of ad will stick out to them.
The knowledge function was also demonstrated in the bottom of the ad by explaining all
of the benefits to the consumer. It makes it so the consumer can clearly see why sheep milk is
more beneficial than cow’s milk.