How Perceptions dictate Attitudes

'Under the Bush administration, about 400,000 more African patients received treatment every year. President Obama’s Pepfar strategy would reduce the number of new patients receiving treatment to 320,000 — resulting in 1.2 million avoidable deaths over the next five years, according to calculations by two Harvard researchers, Rochelle Walensky and Daniel Kuritzkes. Doctors would have to decide which of the 22 million Africans afflicted with H.I.V. should receive treatment and which should not.'

That's Archbishop Desmond Tutu lamenting President Barack Obama's decision to spend less than he promised to treat AIDS patients in Africa. And this note, is well below the $1 billion per year he promised to contribute when he was on the campaign trail.

Obama's commitment to Africa is far cry from what President George Bush did in his tenure to the international fight against AIDS. Yet Bush still remains much maligned. And Obama is seen as the messiah. Goes to show how powerful 'perceptions' are in dictating 'learning' that then translates into 'attitudes'.

I recommend if you are a low involvement category brand to focus on building the right perceptions by using communiques wisely. Consumers will passively 'learn' based on those 'perceptions' to form positive 'attitudes' towards your brand. After all, if there are idiots who still think Obama's the saviour, surely there will be many who may believe your soap's the best thing that's happened to them.


good suggestion for low involvement brands but drawing conclusion from Obama and Bush looks hazy, as I feel that they are not low involvement personalities by any means for Americans and rest of the world.

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