In this section, we will learn about and how marketers design strategies to strengthen consumers’ attitudes or change attitudes to favour their marketing purposes.
Upon completing this section, students should:
- Define the meaning of “attitudes” and summarize its key features.
- Identify strategies used to change attitudes.
- Explain the relationship between “involvement” and “attitudes.”
- Identify ways in which marketers can use persuasion to form or change consumer attitudes.
The positive or negative, long-lasting evaluations we have regarding people and things.