How might Ford Motor Company apply the three methods of attitude change in its marketing activities?
What will be an ideal response?
There are three ways to change attitudes: (1) changing beliefs about the extent to which a brand has certain attributes; (2) changing the perceived importance of attributes; and (3) adding new attributes to the product. (1) Changing beliefs: Ford may emphasize quality control in its ads to reduce consumers' concerns about reliability. (2) Change perceived importance of attributes: Ford might try to increase the perceived importance of pollution control in automobiles and then create awareness of Ford's pollution control characteristics. (3) Adding new attributes: Ford might add a new attribute, such as a DVD player for passengers in the back seat, and hope consumers will perceive this new attribute favorably.
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