Attitude Change Strategies. Changing attitudes is in general very difficult particularly when consumers suspect that the marketer has a self-serving agenda in bringing about this change (example to get the consumer to buy more or to switch brands).

Changing affect- One approach is to strive to change affect which may or mayn't involve getting consumers to change their beliefs. One strategy utilizes the approach of classical conditioning try to 'pair' the product with a liked stimulus. For illustration we 'pair' a car with a beautiful woman. On the other hand we can try to get people to like the advertisement and hope that this liking will 'spill over' into the purchase of a product. For instance the Pillsbury Doughboy doesn't really emphasize the conveyance of much information to the consumer instead it attempts to create a warm fuzzy image. Even though Energizer Bunny ads try to get people to believe that their batteries last longer the major emphasis is on the likeable bunny. Ultimately products which are better known through the mere exposure effect tend to be better liked--that is the more a product is advertised and seen in stores the more it will generally be liked even if consumers to don't develop any specific beliefs about the product.

Changing behaviour. People similar to think that their behaviour is rational consequently once they use our products chances are that they will continue unless someone can get them to switch. One way to get people to switch to our brand is to utilize temporary price discounts and coupons nevertheless when consumers buy a product on deal they may perhaps justify the purchase based on that deal (that is the low price) and may then switch to other brands on deal later. A enhanced way to get people to switch to our brand is to at least temporarily obtain better shelf space so that the product is more convenient. Consumers are less probable to use this availability as a rationale for their purchase and may continue to buy the product even when the product is less conveniently located. (Notice by the way that this symbolizes a case of shaping).

Changing beliefs. Even though attempting to change beliefs is the palpable way to attempt attitude change particularly when consumers hold unfavourable or inaccurate ones this is often difficult to achieve because consumers tend to resist.