Apply the three methods of changing attitudes or beliefs about brands to possibilities for the marketing activities of Kellogg's Corn Flakes (or another breakfast cereal you are more familiar with).
What will be an ideal response?
CHANGING BELIEFS ABOUT ATTRIBUTES. Kellogg's could work to promote the image of a family cereal by changing consumers' beliefs about children's cereals. Any negative beliefs or misconceptions should also be changed. For example, consumers may believe the cereal is high in sugar, when actually it is not.
CHANGING THE IMPORTANCE OF BELIEFS. Kellogg's could start emphasizing certain attributes that already exist. These might include environmental concerns (a package made of 100 percent recycled materials), or consumer preferences (the favorite choice of all consumers).
ADDING NEW BELIEFS. Kellogg's could try to expand the consumption habits of consumers by stating, "Corn flakes are not just for breakfast anymore." Kellogg's could also emphasize additional attributes to the ones already in use, such as more nutrients (100 percent of the U.S. Recommended Daily Allowance), cancer prevention (high fiber), or patriotism (the American family and a red, white, and blue package).
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