Two main barriers must be overcome if advertising is to have its intended effect.One of them is the cognitive consistency impetus, which refers to the consumer tendency to

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The cognitive consistency impetus refers to the consumer's tendency to hold onto existing belief systems. This can create a barrier for advertising as it can be challenging to change a consumer's beliefs about a product or service. Therefore, overcoming this barrier requires developing strategies that can help consumers alter their existing beliefs.

Two Main Barriers Must Be Overcome If Advertising Is to Have