Explain with an example how one would go about changing beliefs about a brand's attributes
What will be an ideal response?
ANSWER: The first technique is to turn neutral, negative, or incorrect beliefs about product attributes into positive ones. Imagine that 24 Hour Fitness conducts a survey among persons considering joining a health club. They find that most respondents believe that 24 Hour Fitness offers fewer classes and less variety than LA Fitness, Curves, and the YMCA. In fact, 24 Hour Fitness offers a greater variety and more classes than any other health and fitness center. Because target consumers have incorrect beliefs about 24 Hour Fitness's attributes, the gym must advertise and do other forms of promotion to correct the misimpressions. Changing beliefs about a service can be more difficult because service attributes are usually intangible. Convincing consumers to switch hairstylists or lawyers or go to a mall dental clinic can be much more difficult than getting them to change brands of razor blades.
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