Attitudes and persuasion consumer behavior.

Attitudes and persuasion consumer behavior.

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Attitude and persuasion have been part of humanity for as long as humanity has lived. Attitude typically refers to the extent to which a person likes or dislikes something. When people like something, they often develop apositive attitude for that thing, and if they dislike it, they develop a negative attitude.Persuasion is the method of influencing attitude to change their previous attitude to the expected attitude. Attitude and persuasion can be identified in the world, as provided in the examples below Attitudes and persuasion consumer behavior.

People develop various attitudes based on conditioning. The business world uses conditioning to help its audience, develop a positive attitude and perspective towards their products. For example, Jordan’s from Nike company. Nike has always associated the Jordan shoes with Michael Jordan, who is considered an all-time basketballer. He is an athlete not only famous to many, but also loved by basketball fans. To promote the shoe, they have named it after him, and most people, especially those who love Jordan, have always had a positive attitude towards the shoes, thus, increasing the sales. Lebron James is among the athletes who have been promoting companies and their products. The use of celebrities is typically meant to help consumers develop a positive attitude towards the given products Attitudes and persuasion consumer behavior.

Attitudes predict how individuals behave, as noted by Crano&Prislin (2006). People often develop specific attitudes toward specific behaviors. A positive attitude towards a particular product such as chicken or coffee may cause individuals to behave positively whenever they are eating or drinking. Whenever individuals develop a positive attitude towards a particular item, they behave positively, and when they develop a negative attitude, they exhibit malicious behavior. For instance, when the last film of the avenger was released in 2019, many people displayed a positive attitude, and the positive behavior was going to the movie theatres to watch it, making it the highest-grossing film of all time. Political candidates come up with the best agendas with the primary aim of influencing and creating a positive attitude in public to gain supporters and, eventually, their votes Attitudes and persuasion consumer behavior.

According to Albarracin&Shavitt (2018), persuasion is always the way to influence attitude. Experts and honest people are often the most persuasive people within society. Turning back to the politicians, they are usually experts, so they manage to convince people who were previously not their supporters to support them and eventually vote for them. For example, many consider President Trump to be an expert. In his 2016 presidential campaigns, he convinced people to support him and vote for him, which earned him the presidential seat. Religious leaders can influence their congregants because they are always honest with them, which helps them become more persuasive. Authors in their books try to be persuasive by establishing their credibility by providing expert opinions and conclusions backed up by research from elsewhere. In the court of law, lawyers persuade the jury or the judge through their expertise of the law so that if their client was charged or suspected of committing a crime, the court might change its opinion, and instead of ruling the suspect guilty, the court ends up releasing the suspect. Nonetheless, despite exerts being good persuaders or people who want to persuade others to change their attitude using strong arguments, they may end up failing, and those intended to change their attitude remain with their initial attitudes. For example, presidential candidates lay strong arguments to the public, but only one wins the position, whereas the rest lose. This is not because they are not persuasive, or they do not have strong arguments, but it’s because persuasion and strong arguments do not always result in a change of attitude Attitudes and persuasion consumer behavior.


Albarracin, D., &Shavitt, S. (2018). Attitudes and attitude change. Annual review of psychology, 69, 299-327.

Attitude and Persuasion pdf

Crano, W. D., &Prislin, R. (2006). Attitudes and persuasion. Annu. Rev. Psychol., 57, 345-374.