Marketers have two ways of convincing consumers to adopt favourable attitudes toward their products: attempting to change the attitudes of consumers, or changing the product to appeal to existing attitudes.

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Marketers often employ both strategies: they work to change consumer attitudes through advertising and persuasion techniques, and they also modify products or develop new ones to better align with existing consumer attitudes and preferences.

Marketers Have Two Ways of Convincing Consumers to Adopt Favourable