Question 1:

Altering consumer attitudes is a key strategy consideration for most marketers because consumers' attitudes towards a product will influence their buying behavior.

(a) What is "attitude"?
(b) Prepare brief notes on the sources of influence on attitude formation.
(c) Describe the strategies used by marketers to induce attitude change in consumers.

Question 2:

Failure to achieve goals results in frustration, i.e. those who cannot cope with frustration mentally redefine their frustrating situations in order to protect their self-images by using defense mechanisms. Describe, while providing examples, such defense mechanisms.