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

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From a marketing perspective, it is generally easier to strengthen an existing linkage in an individual's cognitive map than to create a new linkage or modify a current one, because existing linkages have already been accepted and recognized by the consumer, making reinforcement more straightforward than establishing new associations.

From a Marketing Perspective, It Is Harder to Strengthen a Linkage