3 what is component consistency this is if one of the

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3. What is Component Consistency? This is if one of the above stated components change, the remainder will change in a similar fashion. This is due to the consistency between the three components. 4. What techniques should be used to change consumer attitudes for each of the three components of attitude? Changing the Cognitive Component – There are four ways for marketers to change cognitive attitudes. The first “involves shifting beliefs about the performance of the brand on one or more attributes” through changing beliefs. Marketers could shift importance as well. This consists of marketers “try to convince consumers that those attributes on which their brands are relatively strong are the most important.” Changing the Affective Component – There are three ways for a marketers to increase the affective component. Classic conditioning is an approach that utilizes “a stimulus that audience likes, such as music, is consistently paired with the brand name.” The goal is that over time the positive affect will be linked to the consumers memory with the product. One of the other ways is to
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get consumer to like the ads and websites.
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