Attitudes and Attitude Change
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.