Religion is a delicate issue. In the 80’s P&G has been shown as a server to The Church of Satan by customers. “Procter and Gamble has a Satanist symbol and their mission is to get Satan into every home in America” was the belief of some of the consumers (“that” consumers affected future consumers’ decisions obviously). P&G started to cope with 300 calls a day about the rumors. Most of these calls were to get a response for “how likely it is that P&G works for The Church of Satan?” These likelihood judgments started to drop but then increased again. In addition to having beliefs and doubts, consumers also maintain beliefs about the importance of an attribute.
People who called P&G and Sister Domitilla Drobnsk have informational beliefs, which they heard from other people. Some people associated 13 stars with evil and bad. They could have also thought that these 13 stars represented original U.S. flag. Ohh, inferential beliefs… Inferential beliefs involve evaluative judgments.
Zanna and Rempel’s modeldeveloped a theory suggesting that attitudes can be based on affect (when I buy P&G products, I feel guilty), behavior (I used to buy it) and cognition. When it comes to cognition, attitudes can influence cognition. “That”- current customers may have favorable beliefs (reciprocal relationship), future buyers, on the other hand, can have negative feelings. All these complaints, rumors started to damage P&G’s brand identity. I imagine retention and acquisition rates dropped. However, P&G kept its logo. WHY?? Why not simply change it and be done with the rumors? There are several reasons behind this action.
First, authenticity. Located and started up in Cincinnati, P&G has a history and their logo is part of this history. Changing the logo would have send mixed messages to consumers. P&G produces/produced low involvement products, this type of signals would have caused P&G’s current customers to get suspicious and shift the brand.
Second, changing the logo immediately would have aroused more questions and rumors. People might think that “P&G changed their logo because we find the real intention and affiliation of the company”. If they had changed the logo instantly, it would be seen as an “apology”. However, being decisive and keeping the logo showed consumers that this brand is strong and reliable, which can face those baseless tales.
P&G took no action for the rumors at first as they believed it would go away. Later, it reappeared again in full force. I believe P&G wanted to use old fashioned logo to communicate a sense of the company’s stability and longevity to its customers. They believed, most of the consumers’ will see their inner values and believe in P&G’s actions. However, some people continued to argue about this matter. When, P&G was unable to convince these people and stop the rumors, they’ve changed their logo.
 “I think P&G has a Satanist symbol, so I don’t buy it (beh)” Zanna and Rempel’s Model
“I think P&G has a Satanist Symbol, but sell quality products (cog)”
“I think P&G has a Satanist Symbol, when I buy P&G product’s, I feel guilty (affect)”