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A large health care provider WeLife Health Care (WHC has started a new health-app that allows consumers to track their critical parameters like heart-beat, active minutes, calories consumed/burnt, steps, distance, pulse etc. They have an active partnership with many wearable health device companies. The company has hired you as a consultant to advise them about reaching out to the 60-70 age group of people living in metro cities. With your initial research you have concluded that this market segment doesn't have a positive disposition towards neither the health apps nor the wearable health devices. What would be your attitude change strategy recommendation WHC? Would you focus on the affective, cognitive or behavioral component? Why?
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