From billboards to magazine ads to television commercials, most instances of marketing are an attempt to persuade consumers to have a more favourable attitude towards a product, brand, company or service and ultimately inuence purchase decision. Attitudes, as used in this chapter and throughout the literature, are summary evaluations indicating what people like and dislike. Although the end goal of a marketing campaign is undoubtedly to motivate behaviour or consumption of a product, a good rst step is to persuade the consumer to have a favourable attitude towards the product. Importantly, not all attitudes are equally eective in guiding behaviour, and we will describe how attitudes can dier not only in their valence, but also in how consequential they are. Understanding both how to change attitudes and make them consequential requires consideration of the basic processes by which persuasion occurs.
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