Chapter 5, Question 8.1: How do beliefs and attitudes affect consumer behavior? How can negative attitudes toward a product be changed? How can marketers alter beliefs about a product? Give some examples of how marketers have changed negative attitudes about a product or altered beliefs about a product?
Beliefs and attitudes are closely linked to values. Changes in attitude tend to grow out of an individuals attempt to reconcile long-held values with a constant stream of new information. This change can be accomplished by changing beliefs about a brand’s attributes, changing the relative importance of the beliefs, and/or adding new beliefs. Kentucky Fried Chicken attempted to change their image by promoting the healthy lifestyle that fried chicken can offer during the Atkins craze (this was later rebuked by the FCC). Bayer Aspirin changed their image by promoting the heart health benefits of their product and effectively repackaged their product as an agent taken once daily to prevent heart attacks.
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