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Attitudes

 Understanding attitudes is crucial for marketers. Consumers form attitudes about every aspect of their lives, including products and brands. If a person has a negative attitude towards Pepsi then they will not purchase any Pepsi products. Attitudes can be influenced by a number of things. For example, if a brand uses celebrity endorsement in their ads and the celebrity has a scandal and/or gets into trouble with the law, then consumers may chose to have a negative attitude towards the brand. Another aspect that influences consumer's attitudes are their mood when they see the ad. If the consumer is angry about something that happened at work and then they see your ad on social media while on break, they may choose to have a negative attitude towards it. 

In 1989, Pepsi decided to have Madonna endorse their brand and featured her and her new song, Like a Prayer in the ad campaign. The day after they released the ad, her music video was released and was extremely controversial. Pepsi immediately pulled the ad. 

Pepsi has made some bad decisions regarding celebrity endorsement since this incident. Pepsi featured Ludacris and one of his new songs in 2002. Consumers were not pleased with the lyrics and said that they were a bad influence on the youth. Most recently, Pepsi featured Kendall Jenner in their commercial in April of 2017. The ad attempted to advise peace between law enforcement and communities of color. Consumers were not pleased about the message and both Pepsi and Kendall received a lot of backlash. 
Hopefully Pepsi has learned its lesson and other companies have learned from Pepsi's mistakes. 

Marketers can use persuasion to try and change consumer's attitudes about their products. 



 

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