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:

Operating Expense

ongoing costs for running a product, business, or system.

Operating Profit

The earnings of a business from its core operations, excluding the effects of interest and taxes.

Mark-up

The surplus added onto the base cost of products intended to cover operational costs and generate profit.

Unit Cost

The financial outlay required for the production, storage, or acquisition of an individual product or service unit.