What Attitude Change Approach Did Colgate Marketers Use to Encourage

question 197

Multiple Choice

What attitude change approach did Colgate marketers use to encourage consumers to purchase its product when it began to include the antibacterial agent triclosan in its product?

• A) changing beliefs about the extent to which a brand has certain attributes
• B) changing the perceived importance of attributes
• C) adding new attributes to the product
• D) providing free trials of the new product
• E) obtaining a seal of approval to reduce consumers' risk and encourage purchases

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Definitions:

External Environment

The outside factors and influences that affect an organization's decision-making process and performance, including economic, social, political, and technological factors.

Purchase Decision Process

The five stages a buyer passes through in making choices about which products and services to buy; includes problem recognition, information search, alternative evaluation, purchase decision, and postpurchase behavior.

Buyer

An individual or organization that purchases goods or services for personal use or for further processing or for resale.

Services

Intangible offerings provided by businesses or individuals that involve a performance or action to satisfy the needs of a customer or client.