V. Attitudes and Attitude Change

Learning Objectives

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:

1. Define the meaning of “attitudes” and summarize its key features.
2. Identify strategies used to change attitudes.
3. Explain the relationship between “involvement” and “attitudes.”
4. Identify ways in which marketers can use persuasion to form or change consumer attitudes.