In this section we will learn about attitudes 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.