_____ in attitudes occurs when our evaluations regarding a brand are mixed.
A) Ambivalence
B) Persistence
C) Resistance
D) Confidence
E) Endurance

Question

Quizplus · Accepted Answer

Ambivalence refers to having mixed feelings or attitudes towards something or someone. In the context of branding, it means that consumers hold both positive and negative evaluations of a brand. This can make it difficult for them to make a decision to purchase or to maintain loyalty to the brand. Therefore, brand managers must be aware of the ambivalent attitudes of their customers and take measures to address them.

_____ in Attitudes Occurs When Our Evaluations Regarding a Brand