Marketing communications are considerably more effective in changing a person's attitude about a product than they are in changing a consumer's value structure.

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Marketing communications are designed to influence a person's attitude about a product, but changing a consumer's underlying values is a much more difficult task. Values are deeply ingrained beliefs that shape an individual's behavior, and they are not easily swayed by advertising or other forms of communication. While marketing can certainly impact a person's purchasing decisions, it is unlikely to fundamentally alter their core values.

Marketing Communications Are Considerably More Effective in Changing a Person's