Behaviour Change

“Advertisers hope that if you can sufficiently change people’s feeling, that is, their attitudes toward a product, then the greater chance that people will go out and buy it, i.e. change their behaviour. Surprinsingly, the science doesn’t support this, in fact, there are countless studies that show that changing people’s attitude is not very effective way of changing people’s behaviour. It turns out that behaviour is motivated by a whole number of influences and attitudinal change is only one”