Attitudes and Influencing Attitudes AFTER READING THIS CHAPTER YOU SHOULD BE ABLE TO: 1. Understand what attitudes are and how they function. 2. Know the components of an attitude (cognitive, affective, and behavioral) and the role each component plays in developing marketing strategies to influence attitudes. 3. Understand the conceptual and managerial meaning of the multi?attribute attitude model. 4. Know the various ways communications characteristics can be varied to influence attitude. 5. Understand how attitudes can be used to segment markets (benefit segment) and develop or modify products.
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