Attitudes Based on Low Effort
By Doanh Lu
Cognitive Attitudes
Audi's consumers have simple interference based on the way the brand is promoted. Audi cars are often featured in commercials for being durable and innovative. Their advertising and marketing target consumers who value luxury automobiles and want to have a high-tech driving experience. Consumers will indicate what they see in ads and forming simple interference about the brand or a product. Therefore, Audi always presents the brand image to be bold and unique to attract consumers to see themselves in the ads if they buy the car.
The Message
Audi's 2017 Super Bowl ad on the gender pay gap was an example of many message arguments. The ad was featuring a father who watched his young girl competing in a car race with other kids. The meaning of the advertising was to raise awareness about gender-equal pay. The message was really clear for consumers to understand. However, there were lots of controversial arguments about the ad. Some said it was "liberal propaganda"; and others said that Audi's executive positions were held by the majority of males, not females.
Affective Attitudes
Audi's consumers normally have to make a high effort in purchasing decision because Audi is a luxury car. Consumers need to put in lots of research and thought into the consideration of purchasing an Audi car. Therefore affective attitudes will not be applied to Audi's customers because people do not just decide to buy an expensive brand name car based on their moods. However, customers' attitudes toward ads can make a negative impact on their purchasing decision if the ad is controversial. Connecting the Audi's 2017 Super Bowl ad, the company did not predict that viewers would react that way. Their contents intentionally revoke arguments among viewers.
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