From a marketing perspective it is easier to strengthen a linkage that already exists than to create a new linkage or modify a current linkage in an individual's cognitive map.

Question

Quizplus · Accepted Answer

It is easier to build upon existing connections and associations in a person's mind rather than trying to introduce entirely new concepts or alter existing ones. This is known as the cognitive consistency theory, which suggests that people strive for consistency in their beliefs and attitudes. Therefore, it is more effective to reinforce existing linkages than to try and change them.

From a Marketing Perspective It Is Easier to Strengthen a Linkage