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.