Chapter 6: Attitudes Based on Low Effort

As consumers, our attitude guides us to what we feel or think is valuable. The sense of knowing where our money is going gives a new perspective of what buyer power is. But why does that change daily, and how can we be more aware of it? Dollar Tree has come to the rescue with the answer.

We have received messages from ads from multiple sources such as television, radio, or newspaper. We face the ongoing problem of knowing when to go shopping but reluctance within it. Our moods tend to worsen when we see the products that we were thinking about, along with an ad that hits home in a way that we did not expect. But reluctance turns into eagerness when we encounter advertisements that have more of an appealing approach to what we want.

Dollar Tree has a reputation for creating the instant connection consumers need in purchasing products. One of the most memorable examples that come to mind is when my sister and I would get excited to shop for back-to-school supplies. My mother knew that Dollar Tree was the place to go. Dollar Tree's strategic use of mere exposure in its marketing signals to consumers the familiarity they are used to during a seasonal event and year-round.

Consumers want more. Dollar Tree's goal is to boost the consumer's attitude by honoring that wish. Its ads visibly publish how much more you are receiving while shopping at Dollar Tree versus any other retail store. This gives the consumer a sense of security of knowing what the worth truly is in their time and money. The message is simple. It presents a layout of what you need, how much it will cost, and how soon you should get it. This simple layout motivates the consumer's mind to move forward as quickly as possible to the next step, which is purchasing the products.

Dollar Tree provides a guide to knowing what the consumer is looking for. This upcoming holiday of St. Patricks Day is a perfect example of knocking on the door of the consumer's mind. Dollar Tree displays boldness in its advertisement, which speaks volumes about what the consumer is doing with their money.

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Chapter 5: Attitudes Based on High Effort

In order to keep with changing trends in the market, marketers need to help consumers form positive brand attitudes based on new beliefs and associations. These beliefs have a huge influence for customers on buying decisions. Dollar Tree was able to have a big influence on changing people's attitudes when it came to the products that they were offering. When the Covid-19 pandemic first hit, a lot of customers we're flooding the stores to get their hands on the desired products that they thought they needed due to the lockdowns that were placed. Due to the huge wave of customers hitting stores, a lot of desired products went out of stock real quick. Dollar Tree ended up benefiting from this because a lot of stores were running out of stock of a lot of products so customers had to turn to different alternatives. One of the hottest commodities during the pandemic was toilet paper. A lot people went overboard and ended up buying more than what they needed at big named retailers....

Chapter 14: Psychographics: Values, Personality, and Lifestyles

Examines the effect of these cultural influences on an individual level - namely, on values (deep-held beliefs), personality (consumer traits), and lifestyles (behavioral patterns that are manifestations of values and personality. (Mintap) Values According to the textbook, values are "enduring beliefs about abstract outcomes and behaviors that are good or bad, such as health, independence, family life, and peace." Shaping this into the dollar tree, most of society's pre-pandemic had a lower value view on the dollar tree but compared to now, it is encouraged to shop at a dollar store. The dollar tree may not hold a high materialistic value, but it allows for more sentimental value. With D.I.Y becoming a trend, many handmade gifts have held a higher value for some. Dollar Tree will enable customers to express their emotions fully. Personality Personality is customers' patterns that they may have picked up from growing up or from their parents. Researching and understand...

Chapter 9: Judgment and Decision-Making Based on Low Effort

In a recent post, we analyzed the high effort decision making, in which we went into depth about how labels and packing can influence customers' minds into buying a product. On the other hand, Low effort judgment and decision-making is how little time a customer spends choosing a product. The textbook states, " In some low-effort situations, consumers may decide without being consciously aware of how or why they are doing so. As much as 50 percent of all shopping decisions are made spontaneously and unconsciously while consumers are in the store." ( Unconscious Low-Effort Decision-Making) When a customer shops at a Dollar Tree, they know the item's quality will not be at the high end. The customer expects a convenience store where the options are not different and are equal in price. This allows the customer to go into an unconscious state where they can purchase their needs without putting much thought into them. Dollar Tree is the perfect store for those who do not...

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