An attitude is a tendency to respond positively or negatively towards a certain idea, person, object or situation (Solomon et al. 2019). Attitudes can be formed in a myriad of different ways, where it is evident that the attitudes placed on Panadol is formed through instrumental conditioning. This means the consumption of the attitude object is negatively reinforced, as Panadol is aimed to relieve pain. Overtime, this reinforced attitude and behaviour is learnt, allowing for Panadol to continue being a preferred and favourable pain relief medication purchased by many Australians. This is translated in Panadol’s market share of 28%, which is closely followed by Nurofen at 22%, with the only difference being the main active ingredient (Choice.com, 2014). Further, Panadol holds a utilitarian function, as consumers’ attitudes on this brand is clearly based around the amount of pleasure (pain relief) and satisfaction it offers.
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On the other hand, attitude change occurs when an attitude is modified. This means change can occur when a person shifts from positive to negative, slightly positive to extremely positive or from having no attitude to having one (Petty, Wheeler & Tormala 2003). Panadol’s brand campaign ‘Home of Reconnection’ (seen below) encapsulates attitude change by encouraging everyday Australians to switch off technology, increase wellbeing and reconnect with their family and friends.
This is because research has highlighted the increase of Australians suffering tension and stress headaches are due to the overuse of technology (Green, 2017). Panadol recognises that the nature of headaches have changed, and therefore the way we deal with them must change as well (Green, 2017). This strengthens our favourable attitudes towards Panadol as the brand helps establish the need to have digital detoxes in order to naturally reduce tensions and headaches. This campaign broadens our perspective from immediate pain relief to ‘switching off life headaches’, which embraces Panadol’s brand image of “When pain is gone, life takes its place.” By using effective promotion, Panadol emphasises an attitude change in switching off technology and reconnecting with loved ones in order to increase overall wellbeing, which reflects their strong brand image of life taking place when pain is gone (Long, 2017).
Furthermore, the campaign was interactive in nature as they promoted the chance to win a free stay at the Home of Reconnection, which pushes consumers into an increasingly favourable attitude towards Panadol. This is because it shows the brand is interacting with their consumers in reflection of their image, assisting in strengthening attitude change towards technology and reconnecting with loved ones (Long, 2017).
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Choice.com, 2014, Pain Relief Drugs: Panadol and Nurofen, viewed 10/05/2019, https://www.choice.com.au/health-and-body/medicines-and-supplements/prescription-medicines/articles/pain-relief-drugs-panadol-and-nurofen
Green, R. 2017, Panadol puts its brand purpose into action with ‘Home of Reconnection’ Launch via Whitegrey, viewed 10/05/2019, https://campaignbrief.com/panadol-puts-its-brand-purpose/
Long, D. 2017, Panadol urges people to switch off technology headaches in new campaign, viewed 10/05/2019, https://www.thedrum.com/news/2017/11/01/panadol-urges-people-switch-technology-headaches-new-campaign
Petty, R. E., Wheeler, S. C., & Tormala, Z. L. (2003). Persuasion and attitude change. In T. Millon & M. Lerner, Handbook of psychology: Personality and social psychology (pp. 353-382). Hoboken, NJ: Wiley.
Solomon, M., Russell-Bennett, R. and Previte, J. (2019) Consumer Behaviour, Australian Edition, 4th Ed., Pearson, p. 250-268.
Consumer Behaviour 