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Question ONE[25 MARKS] Attitudes are a lasting, general evaluation of people (including oneself), objects, advertisements or issues (Solomon et al, 2019, p.249) and we have

Question ONE[25 MARKS]

Attitudes are "a lasting, general evaluation of people (including oneself), objects, advertisements or issues" (Solomon et al, 2019, p.249) and we have a tendency to commit to our attitudes at different levels. In addition, Katz's theory proposes attitudes have functions. Explain why these key characteristics of attitudes are important for marketers. We also strive to achieve consistency between our attitudes and our behaviours. Discuss how these theories can help marketers in their persuasion efforts. Examples may be useful to illustrate your discussion.

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