changing beliefs about the extent to which a brand has a specific attribute. changing the perceived importance of a specific attribute. adding a new attribute. reducing the perceived risk of the product. providing stimulus generalization to prospective buyers.

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Business

Erick Faulkner

14 April, 11:50

changing beliefs about the extent to which a brand has a specific attribute. changing the perceived importance of a specific attribute. adding a new attribute. reducing the perceived risk of the product. providing stimulus generalization to prospective buyers.

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Kristian Preston · Answer 1

Answer: changing the perceived importance of a specific attribute

Question: Pepsi-cola made "freshness" an important product attribute when it stamped freshness dates on its cans. prior to doing so, few consumers considered freshness an issue for soft drinks. What is Pepsi trying to achieve?

Explanation: Pepsi is drawing attention to the freshness attribute in Pepsi-cola. This was not previously an attribute that people thought of as being important in canned drinks. by doing so, it brings to mind the question of how fresh similar drinks made by Pepsi's competitors are.

Even if their competitors do adopt this new marketing campaign, Pepsi has already established the Pepsi-cola as the fresh drink.