Chapter 5: Attitudes Based on High Effort

 The Attitude When It Comes to Nike

   When it comes to consuming a product, attitude plays a huge factor in our decisions. It can be how much we like or despise the brand, person, and their actions. Most of our attitude is based on our thoughts and behaviors. When it comes to Nike, they're very keen on this type of marketing strategy and approach. As mentioned in previous blog entries, Nike loves being an influence on people's thoughts, feelings, and behavior. These types of influences could be cognitive, affection, and connotative functions. Nike also fits all the characteristics when it comes to attitude. The characteristics are as followed: Favorability, Accessibility, Confidence, Persistence, Resistance, and Ambivalence. Let's briefly talk some of these characteristic and how it attributes into Nike. 

   For Favorability, it is the quality or degree of being viewed as favorable. Nike, throughout the decades, has been the go-to for athletic individuals. As generation passes and trends involved, Nike is now a fashion brand. There is now a large majority of consumers that purchase their product for the looks and fashion sense. Nike wants its audience to adopt a confident attitude when wearing their products. As you walk around the streets, how many people do you see wearing Nike products? I could guarantee you that at least 70% of them are. 

   Now for accessibility. Throughout the generations, Nike as found ways to make its product is accessible to other groups of individuals. As in toddlers, children, the elderly, and disabled individuals. In this article,

\https://www.disabilityscoop.com/2017/03/22/nike-improves-shoe-accessibility/23485/

       Nike is providing their support and effort to appealing to people with disabilities. Whether it be easier to slip in or out of shoes for those who have difficulty with the normal type of shoes. As we look deeper into this type of attitude change, it seems like a high-effort attitude since it addresses a specific group that needs a more accessible type with certain products. It also implies that Nike cares about not only healthy people but those with disabilities. This will elicit a kind of emotion for some disabled people. They would feel more appreciated and valued as a consumer within the Nike community.

   The last one I will be discussing is Confidence. Nike has always been the world's leading shoe manufacturing company for many generations. They are confident in what they do and believe that their products are fully made to satisfy their audience. With Nike being satisfied in its business models and operations, consumers will have a better attitude towards the brand and continue to stay loyal at their side.

    Lastly, Nike's most effective and commonly used method to build the foundation of attitude for its consumer is their advertisements, messages, and figures. Nike uses affective response and emotional appeal as their main driving force to keep reminding their audience that they care for them and strive to make them better physically and mentally. For instance, please Take a look at this short effective ad they created. 

    How do you feel, and why do you think this way? This question can be simply answered. You feel like you. Not everyone needs to be skilled or talented to be great. Your size and shape do not matter. Each one of us is great in our unique way. Do not let those negative features bring you down. Our greatness meets beyond the eyes of others and also ourselves. This advertisement is an excellent example of emotional appeal. It delivers a message that is designed to elicit an emotional response. Be honest, did this video hit your heart? It did for me. I feel my greatness and how valued I am as being part of the Nike community. This is one thing I love about Nike too. They know how their audience feels and loves tapping into our mentality. In the end, Nike will continue to be a driving force in the shoe manufacturing industry with their creative and inspirational methods of connecting with their audience. As we all know, when a company can establish a connection or emotion with an individual, it will elicit a type of response that comes to be positive in negative. Nike has always had a positive attitude toward its audience and will keep pursuing their own and our greatness.